The IAB commissioned Maru VCR&C to conduct a consumer study to gain visibility into consumer adoption of Connected Devices and the Internet of Things in order to inform the industry about this exciting new technology and emerging market.
The study was conducted among 1,200 consumers, representative of the U.S. adult population, in order to understand who uses connected devices, which devices, how they use them, how often they use them and how frequently, if at all, they engage these devices with their smartphones, tablets and computers. The devices examined included connected cars, internet-enabled home control devices/systems, internet-enabled appliances, smart watches, wearable health trackers, internet-enabled voice command systems, connected/smart TVs, VR headsets and smart glasses.
Among those who don’t own a connected device, the research sought to gain interest in how many of them have heard of each device, how interested they are in the devices and how they perceive the devices. The study also aimed to reveal consumer interest in upcoming technologies like self-driving cars and wearable fabrics as well as existing technologies like smartphone voice control systems, store apps and beaconing, smart labels and, of course, Pokémon Go.
Key findings from the study reveal:
- 62% of U.S. adults own at least one connected device. Among those who don’t own a connected device, nearly all have heard of connected devices and 65% are interested in purchasing one
- Connected/Smart TVs are the most popularly owned connected devices; Nearly half of U.S. adults own one
- Nearly all have heard of connected devices, especially smart watches, connected TVs, fitness tracker and home control systems
- Over one-third of US adults are interested in buying a connected TV or connected car
- Digital media plays an important role in consumers’ discovery and seeking more information about connected devices. Roughly 1 in 4 first heard about smart glasses, VR headsets or voice command systems from any digital source (desktop or mobile display ad, article, video, video ad or social media). 1 in 3 sought out more information about VR headsets from digital sources
- Top 3 methods of learning more about connected devices include TV commercials, word of mouth and online articles, providing opportunities for native advertising and other online advertising
- The connected devices with the strongest adoption thus far share usefulness as their top attribute
- The average connected device owner tends to be a college educated parent between the ages of 18-34 with above average income who tends to be willing to receive ads on the device. Owners of most connected devices tend to be male except for owners of wearable health trackers
- Those interested in buying a connected device vary in age and gender by device but tend to be college educated, excited about technology and receptive to potential IoT ads
- Nearly all Internet-enabled home devices/systems/appliances are currently connected to the internet. Wearables and connected home devices are used at least once a day
- Most connected devices are used in conjunction with a smartphone/computer/tablet on a daily basis or more frequently, especially owners of smart watches, connected cars and health trackers
- Most wearable device owners have received notifications about their devices on smartphones/computers/tablets
- Almost two-thirds (62%) of connected device owners report having seen an ad on their device
- More than half (55%) of consumers are willing to receive ads on their devices in exchange for coupons/discounts, extra features or access to exclusive games. 65% of device owners are willing to receive such ads
- The affluent (69% who earn $100k or more) and young (68% of 18-34 year olds) are more likely to see the value exchange of receiving such ads on their devices
- A majority of consumers (54%) feel good about technology – led by younger Males