The IT decision-maker who really matters? Your Cat • The Register

Forget lines of business and whatnot—it’s people’s pets that are shaping the future of technology.

That’s according to Samsung, which has done one 2022 Pet Living Study This obviously shows that when buying equipment, pet owners focus on the needs of their furbabies just as much as they do on those of their offspring.

Vendors looking to refine their products and services were told to approach Rover rather than the CTO, as animals are “influential in shaping home life and purchasing decisions”.

Noting that Europe now has more pets than children in the household, the Korean electronics giant said people are still spending money on their pets despite the worsening cost-of-living crisis.

Benjamin Braun, Chief Marketing Officer of Samsung Europe, said: “In Europe, more households have pets than children. This is changing our purchasing decisions when it comes to technology. That’s why at Samsung we design products that keep both people and pets in mind. We know pets are loved ones in the family, so we continue to develop technology that optimizes our homes for pets, so they can lead happier, healthier lives.”

Some owners said they would reduce spending on essentials like utilities (27 percent) and socializing with friends (40 percent) before cutting spending on their companion animals, the survey continued.

Of course, this was mainly a snag for Samsung’s SmartThings line of pets, which “enables owners to create the optimal environment for their pets.” For example, if you have a SmartTag attached to their collar, “you can see where they are on a map and play a tune to get them home, or you can turn on the TV or lights remotely.”

The SmartTag, which includes a BLE chipset like Apple’s Airtag, is a Bluetooth item locator that’s part of the manufacturer’s Galaxy range. And animals can’t sue you for surveillance, although to be fair it’s likely to be of use to those who have decided to keep a pet despite not having time to walk them or using them on a regular basis to feed.

The company also claimed that 40 percent of survey respondents agreed “having a pet influenced their decision-making when buying a new home appliance,” and 16 percent said they bought tech just for their pet.

It has also been claimed that “loneliness” is a top concern for most pet owners when they return to the office. Not their own, of course, they stand side-by-side with other commuters on their way to a remote pod where they conduct Zoom meetings from a shared workspace: the problem is the loneliness of their pets. Two-fifths of respondents said they are more worried about their pets now that pandemic restrictions have been lifted.

Are they kittens from us or do you think there is something to it? Like your favorite fish finishing an email, we ask: Let minnow what you’re thinking. ® The IT decision-maker who really matters? Your Cat • The Register

Rick Schindler

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