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1、The Internet of Things IAB Kristina Sruoginis, Research Director KristinaIAB.net Maru/Matchbox Rhiannon Shane, VP Media Nearly half of US 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 U
2、S 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 o
3、r 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
4、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
5、 device. Owners of most connected devices tend to be male except for owners of wearable health trackers. Summary 5 The Internet of Things, IAB, Dec. 2016 Those interested in buying a connected device vary in age and gender by device but tend to be college educated, excited about technology and recep
6、tive 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
7、 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 ha
8、lf (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
9、the value exchange of receiving such ads on their devices. A majority of consumers (54%) feel good about technology led by younger Males. Summary 6 The Internet of Things, IAB, Dec. 2016 7 Connected Device Awareness, Ownership Nearly half of US adults own one 10 Nearly one in four own a wearable fit
10、ness tracker Males and 18-34 year olds are most likely to own a connected device Q1. Which of the following have you heard of and do you personally own? Base: Total, n=1209. US Adults 18+ US Adults 18+ Among Total Connected Device Ownership Text next to the numbers indicates that that group over ind
11、exes on that attribute. For ex., M = more likely among men, W = more likely among women, Asian = more likely among Asians, 18-34 = more likely among 18-34 year olds, 35-54 = more likely among 18-34 year olds, 55+ = more likely among 55 year olds and older The Internet of Things, IAB, Dec. 2016 Over
12、one-third of US adults are interested in buying a Connected TV or Connected Car 11 39% 37%18-34 32%18-34 31%M, 18-34 31%M30%M, 18-34 30%M, 18-34 27%M,18-34 21%M, 18-34 Connected/Smart TV/Streaming Device Connected CarWearable health tracker Internet-enabled home control devices/systems Internet-enab
13、led voice command systems Internet-enabled appliances VR HeadsetsSmart watchSmart glasses Purchase interest for most connected devices is also higher among Males and 18-34 year olds. Q2. How interested are you in purchasing each of these devices? Base: Floating aware but dont own device. Connected D
14、evice Purchase Interest (Very/Somewhat Interested) Among those who are aware of but dont own the device Text next to the numbers indicates that that group over indexes on that attribute. For ex., M = more likely among men, W = more likely among women, Asian = more likely among Asians, 18-34 = more l
15、ikely among 18-34 year olds, 35-54 = more likely among 18-34 year olds, 55+ = more likely among 55 year olds and older The Internet of Things, IAB, Dec. 2016 26% 25% 23% 21% 20% 19% 18%18% 17% 28% 33% 27% 28%28% 27% 26%26% 28% Smart glassesVR HeadsetsInternet-enabled voice command systems Smart watc
16、hWearable health tracker Internet-enabled appliances Connected CarInternet-enabled home control devices/systems Connected/Smart TV/Streaming Device First Heard About Device from Any Digital SourceLearned More About Device from Any Digital Source M F Digital media plays an important role in consumers discovery and seeking more information about connected devices 12 Roughly 1 in 4 first heard about smart glasses, VR headsets or voice command systems from any digital source (desktop or
