2017年-数据局_IAB：2016年物联网报告_34页_961kb

Summary of the IAB & Maru/Matchbox IoT Study (December 2016)

Core Content

This study, conducted by the IAB in collaboration with Maru/Matchbox, explores consumer adoption and interest in Connected Devices and the Internet of Things (IoT). The research included 1200 US adults aged 18-74 and aimed to understand awareness, ownership, usage, and receptivity to advertising on these devices.

Main Findings

• Ownership and Awareness:

  • 62% of US adults own at least one connected device.
  • Among those who don’t own a connected device, nearly all have heard of them, and about two-thirds are interested in purchasing one.
  • Connected/Smart TVs are the most popularly owned connected device, with nearly half of US adults owning one.
  • Smart watches, connected TVs, fitness trackers, and home control systems are the most recognized devices.

• Interest in Purchase:

  • Over one-third of US adults are interested in buying a connected TV or connected car.
  • Interest in purchasing varies by age and gender but is generally higher among males and those aged 18-34.

• Discovery and Learning:

  • Digital media plays a significant role in consumers' discovery of connected devices.
  • About 1 in 4 first heard of smart glasses, VR headsets, or voice command systems from digital sources.
  • 1 in 3 sought more information about VR headsets from digital sources.
  • Top methods of learning about connected devices include TV commercials, word of mouth, and online articles.

• Attributes of Connected Devices:

  • The connected devices with the strongest adoption are described as useful, convenient, and innovative.
  • The most popular attributes for smart TVs are usefulness and convenience, while for wearable health trackers, innovation is highlighted.

• Demographics of IoT Device Owners:

  • The average connected device owner is a male, college-educated, above-average income parent aged 18-34.
  • They are also more likely to be "Tech Junkies" and have a connected TV.

• Device Usage:

  • Nearly all Internet-enabled home devices are connected to the internet.
  • Wearables and connected home devices are used at least once a day.
  • Most connected devices are used in conjunction with smartphones, tablets, or computers on a daily basis or more frequently.

• Advertising on Connected Devices:

  • Almost two-thirds (62%) of connected device owners have seen an ad on their device.
  • 55% of consumers are willing to receive ads on their devices in exchange for coupons, discounts, extra features, or exclusive games.
  • The affluent (69% earning $100k+) and young (68% aged 18-34) are more likely to be receptive to IoT advertising.

• Interest in Emerging Technologies:

  • 43% of US adults use a voice-controlled digital assistant, with nearly half using it daily.
  • 42% use store apps, and most have received offers or promotions when near a store.
  • 19% have interacted with smart labels, and 28% of those who haven't are interested in doing so.
  • 18% play Pokémon Go, and 66% of players are interested in a peripheral.
  • A majority (54%) of consumers feel positively about technology, with younger males being the most enthusiastic.

Key Insights

• Connected Devices:

  • Smart TVs are the most popularly owned IoT devices.
  • Wearables and home devices are used frequently.
  • These devices are often used in conjunction with smartphones, tablets, or computers.

• Advertising:

  • Digital media is a key channel for discovery and information.
  • Consumers are open to receiving ads on connected devices, especially if they provide value like coupons or exclusive content.

• Consumer Profile:

  • The typical IoT device owner is a male, college-educated, young, and affluent parent.
  • They are excited about technology and receptive to IoT advertising.

• Emerging Technologies:

  • Interest in self-driving cars and interactive clothes is growing, with younger males showing the highest interest.

Conclusion

The study highlights a growing adoption of IoT devices, with a strong interest in both current and future technologies. It underscores the importance of digital media in consumer discovery and the potential for targeted advertising on these devices, especially among tech-savvy, young, and affluent demographics.