Time Inc. UK’s Innovation Lab has launched Live-Smart, the UK’s first lifestyle site dedicated to smart tech. Aimed at demystifying smart tech and bringing to life its benefits, the launch follows YouGov research identifying that whilst 84 per cent of UK adults have heard of smart technology, 39 per cent don’t understand what it is. The site launched 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.

Keith Walker, digital director, Time Inc. UK’s Innovation Group, says: “The smart tech industry is in rapid growth and our mission is to own this space in the media. Live-Smart is the result of our agile product development strategy that uses insight to identify opportunities and quick testing in the real world to gain key learnings. We know that a large proportion of the UK adult population do not understand what smart tech is and Live-Smart provides a solution to this.”

Experienced tech editor and publisher Nick Merritt will be heading up the site as editor.

Nick adds: “Experts are forecasting an explosion in consumer spend on smart tech so we are tapping into this market. Live-Smart approaches smart tech from a lifestyle perspective with a focus on how it can improve people’s lives and ease the pain points of everyday life. Our agenda is to create content that is accessible to everyone smart tech could benefit, not just tech aficionados, so the content is very personable.”

The site opens up new opportunities for commercial partners through native editorial and video, as well as category sponsorship.