IAB Research Finds That IoT Owners Are Likely Parents, Ages 18-34, With College Educations & Household Incomes Above the National Average
NEW YORK, NY (December 15, 2016) — IAB (Interactive Advertising Bureau) today released “The Internet of Things,” a study which shows that nearly two-thirds (62%) of American consumers own at least one Internet of Things connected device (connected car, connected/smart TV, fitness tracker, home control system or appliance, internet-enabled voice command, smart glasses, smart watch, VR headset, or wearable)—and 65 percent of them say that they are willing to receive ads on IoT screens. Sixty-two percent of them already report having seen an ad on an Internet of Things connected gadget. The study also reveals that IoT owners are likely to be parents ages 18-34, with college educations and household incomes above the national $50K average.
The report, conducted by MARU/VCR&C and surveying over 1,200 U.S. adults, shows that an overwhelming majority (97%) have heard of these types of connected devices and 65 percent of those who have yet to buy are interested in purchasing one. More than half (55%) of U.S. adults—whether IoT device owners or not—say that they would be willing to see ads on these devices in exchange for an offering from a marketer, such as a coupon (44%), extra features (30%), or access to exclusive games (19%).
The most popularly owned IoT devices are connected/smart TVs and streaming devices (47%), followed by wearable health trackers (24%) and internet-enabled home control devices (17%).
For consumers considering an IoT purchase, connected/smart TVs and streaming devices were the top choice (39%), followed by:
- Connected cars (37%)
- Wearable health trackers (32%)
- Internet-enabled home control devices/systems (31%)
- Internet-enabled voice command systems (31%)
- Internet-enabled appliances (30%)
- VR headsets (30%)
- Smart watches (27%)
- Smart glasses (21%)
“Vigorous growth in familiarity and IoT usage is fueling interest among consumers—and brands need to pay attention,” said Patrick Dolan, Executive Vice President and Chief Operating Officer, IAB. “To access the coveted IoT audience that is already open to receiving ads on their devices, advertisers need to consider ‘added incentives’ for their messages. As adoption continues and marketers learn to weave the Internet of Things into their strategies, tomorrow’s prospects for IoT as a marketing platform will be very bright.”
To download the complete study, please go to iab.com/iot2016.
The research was conducted among MARU VCR&C’s Springboard America online panel (~250,000 U.S. members) using an online survey. 1,200 U.S. representatives ages 18-74 participated between August 3-8, 2016.
The Interactive Advertising Bureau (IAB) empowers the media and marketing industries to thrive in the digital economy. It is comprised of more than 650 leading media and technology companies that are responsible for selling, delivering, and optimizing digital advertising or marketing campaigns. Together, they account for 86 percent of online advertising in the United States. Working with its member companies, the IAB develops technical standards and best practices and fields critical research on interactive advertising, while also educating brands, agencies, and the wider business community on the importance of digital marketing. The organization is committed to professional development and elevating the knowledge, skills, expertise, and diversity of the workforce across the industry. Through the work of its public policy office in Washington, D.C., the IAB advocates for its members and promotes the value of the interactive advertising industry to legislators and policymakers. Founded in 1996, the IAB is headquartered in New York City and has a West Coast office in San Francisco.
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