Time Inc. UK’s Innovation Lab has today launched Live-Smart, a new lifestyle site dedicated to smart tech. Aiming to demystify smart tech and bring to life its benefits, the launch follows YouGov research identifying that while 84% of UK adults have heard of smart technology, 39% don’t understand what it is. The site launched with an April Fools video filmed in association with launch partner Appliances Online. Live-Smart will occupy a gap in the market for a dedicated smart tech site that targets not only those who already have an interest in this technology, but the large audience of consumers who do not understand it. Tech jargon is replaced with straightforward product descriptions, with real life situations used to demonstrate how it can benefit users’ lives. Aiding consumers in confidently making purchase decisions, the best products in the market are championed, along with easy to understand information about how to get started. Experienced tech editor and publisher Nick Merritt will be heading up the site as editor.

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