New data from Parks Associates ( finds support services are a critical part of brand strategy in the Internet of Things (IoT). According to Parks Associates’ consumer research and segmentation, one-third of a key segment of consumers under 35, with high income and education, own a smart home device and more than 50% intend to purchase one in the next 12 months.

“These young, ‘go-getter’ consumers have a strong desire for comfort and convenience, and that combined with concerns about home safety and security makes smart home devices very attractive,” says Patrice Samuels, research analyst, Parks Associates. “They are also accustomed to plug-and-play technology that just works. As we enter the next wave of smart home adoption, support strategies need to integrate with product design and development so that the consumer experience is seamless. Otherwise these consumers will quickly move to another product that does deliver on this IoT promise.”

New device functionality introduced by the Internet of Things has increased the level of technical complexity in broadband households. Currently, one-half of smart home device owners experience problems with at least one device monthly.

“Customer support is increasingly critical to achieve product success in this environment,” says Samuels. “Brands need to leverage the connectivity and data-generating capabilities of new devices to help consumer navigate these complexities and promote better product experiences.”