Millions of Brits buying smart tech this Black Friday but many can’t keep devices connected, EE
One in four Brits are planning to splash out on smart tech this Black Friday but 31% find it hard to keep their connected tech... connected, according to research from EE involving 2,000 people.
To help, the company is offering free in-store appointments with its employees on how to choose the right smart devices during the Black Friday sales.
According to EE’s research, 12.8 million shoppers plan to buy smart tech during Black Friday or Cyber Monday sales, with smartphones (29%) the most popular device, followed by laptops, smartwatches and tablets (all 26%).
While UK homes are getting smarter, with an average of nine devices in a household, connections are not always keeping up in an increasingly wire free world. An estimated 17 million consumers say they have had a device out of sync, disconnected from other gadgets or apps, this year, with 12 million having at least one gadget unlinked for over a month.
The study reveals patience is closely linked to smart connectivity. A third of consumers lose interest if they cannot hook up a smart gadget within five minutes, while 32% have become angry during the set-up process. 18% miss out on the connectivity benefits altogether, buying smart tech without ever turning it on.
When it comes to getting smart devices synced up, two in five consumers tackle the task themselves with instructions, twice as many who attempt set-up without guidance (19%). Meanwhile, 38% of parents wait for a visit from their adult children to ask them to sort it out. One in three consumers confess that Bluetooth pairing leaves them "pushing buttons until something works", yet only 4% seek advice from a tech expert.
From Bluetooth speakers to watches, UK consumers are increasingly upgrading to smart digital versions of traditional analogue tools and appliances. The study reveals half of adults now have a tablet at home, and one in five have a smart doorbell, with a typical household having an average of nine connected devices.
46% of consumers are confident they are using a new device’s features straight out of the box, while others find it tricky to keep all their connected tech working in harmony. On average, EE research shows that 22% of consumers have had at least one of their devices un-synced from other apps and gadgets for more than a month, 19% for at least three months and 13% for more than six months. Smart rings and smart plugs (both 29%) are the devices most likely to be unpaired from other technology for a long time.
Asif Aziz, Retail Director at EE, comments: “With Black Friday sales in full swing, smart devices, from TVs to laptops, are among the most popular items for bargain-hunting consumers. While most of us are quick to get a new device out of the box, understanding the smart features and connecting it up to our other tech often gets put off or forgotten. As a result, we risk not making the most of the tech we have bought.”
“As the UK’s best network, we pride ourselves on offering the best connection for our customers, along with expert advice on how to get the most out of your technology. Our EE Guides can show you, without judgment or jargon, how to get your devices talking to each other, uncover features you might not know exist, and ensure you are unlocking their full potential.”
2025 RTIH INNOVATION AWARDS
Physical stores were a key focus area at the 2025 RTIH Innovation Awards.
We received a record number of entries and many fantastic examples of the continued resilience and dynamism of the retail space during hugely challenging times.
For a full rundown of all of the shortlisted entries, click here.
Our 2025 hall of fame entrants were revealed during a sold out event which took place at The HAC in Central London on 16th October and consisted of a drinks reception, three course meal, and awards ceremony presided over by award winning comedian, actress and writer Tiff Stevenson.
In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “This is the awards’ fifth year as a physical event. We started off with just 30 people at the South Place Hotel not far from here, then moved to London Bridge Hotel, then The Barbican, and last year RIBA’s HQ in the West End.”
“But I’m conscious of the fact that, to quote the legend that is Taylor Swift, You’re only as hot as your last hit, baby. So, this year we’ve moved to our biggest venue yet, and also pulled in our largest number of entries to date and broken attendance records.”
He added: “This year’s submissions have without doubt been our best yet. To quote one of the judges: The examples of innovative developments across both traditional and digital retail spaces were truly remarkable.”
Congratulations to our winners, and a big thank you to our sponsors, judging panel, the legend that is Tiff Stevenson, and all those who attended our 2025 gathering.
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