Nearly Two-Thirds of Americans Own at Least One IoT Connected Device

Nearly Two-Thirds of Americans Own at Least One IoT Connected Device

IAB Research Finds That IoT Owners Are Likely Parents, Ages 18-34, With College Educations and Household Incomes Above the National Average

NEW YORK, NY — A study by the Interactive Advertising Bureau (IAB) shows that nearly two-thirds (62%) of American consumers own at least one Internet of Things connected device 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, The Internet of Things, 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. IoT devices include smart watches, connected cars, connected/smart TVs, fitness trackers, home control systems and appliances, internet-enabled voice command, smart glasses, and VR headsets. 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.

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