Are you getting your CRT's confused with your HRT's?
Your MB's with your MP's? You are not alone...
One out of four people do not know what common technology terms like Mega Pixel, LCD, or HDTV mean, according to new research by Marks & Spencer. And, almost four out of every ten people who own at least one electronic device cannot operate their gadget above the basic level.
Marks & Spencer has commissioned the research to celebrate the launch of stand-alone technology departments in 13 M&S stores, rolling out from 13th September, with a further 85 stores offering a capsule collection. The departments will offer a range of up-to-the-minute, carefully chosen technology products including TVs, DVDs, radios, hi-fis, cameras, camcorders, mobiles, home phones, satellite navigation, and MP3s at a range of prices. In order to help consumer confusion at the myriad of products on the market, Marks & Spencer has done the hard work upfront by selecting the best products from some of the biggest names in the business (Sony, Samsung, Nokia) and presented them in a tailored, easy-to-shop range.
The poll also revealed that a majority (60%) of people in the UK do not enjoy shopping for electronic products. Among the reasons for this are the lack of helpful, or overly pushy in-store staff, complicated instruction manuals or too many buttons and functions. To help make things simple, Marks & Spencer has repackaged all of its technology products on offer to make them more appealing and, in many cases, re-written the instruction manuals to make them more user-friendly.
Sales of UK home technology might be booming but people are relying on help from partners, friends or even children to operate their sleek, high-tech gadgets and products. The new research reveals that despite owning a large collection of home technology items such as digital cameras, PCs, flat screen TVs or DVD players, nearly half of those (46%) interviewed admit they have to rely on help from friends and family to get the most out of their gadgets.
The M&S in-store technology service in the 13 stores is complete with technology-trained staff and jargon busting show cards with each offering an after-care service or help desk, which aims to teach customers how to use their various purchases.
Steve Rowe, Director of Home and Technology comments, "We've been trialling technology since October last year and are pleased to now extend that trial to create dedicated technology departments in key stores. We know that our customers want to buy the best products at the best prices from a retailer they can trust and our research survey shows just how baffled the nation is with the amount of choice and technological jargon. By offering a selection of carefully chosen products from some of the biggest names in the business along with good prices, technology trained staff and great after-care service, Marks & Spencer is taking a completely new approach to technology."
For further information please contact:
Helena Gustavsson at Halpern on 020 7351 2888
Harriet Ashby at Halpern on 020 7351 2888
