2/3 of Americans Own at Least One Internet of Things Connected Device [REPORT]
December 17, 2016
IAB (Interactive Advertising Bureau) 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 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.”
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