We are being drawn deeper into the Internet of Things through the addition of connected devices, such as cars, wearables, smart TVs, and internet-enabled voice command systems like Siri and the Amazon Echo.
Intel estimates that while there were 2 billion connected objects in 2006, the number will leap to a projected 200 billion three years from now.
Our study “The Internet of Things” conducted for the Interactive Advertising Bureau (IAB) reveals 4 reasons why it will be important to pay close attention to connected devices in 2017:
- The world is already connected and explosive growth is expected;
- The connection is constant;
- Our devices are talking to us and we’re listening;
- People are open to being marketed to through their connected devices.
“The Internet of Things” was conducted among 1,200 Americans with internet access, representative of the U.S. adult population, in order to understand who uses connected devices, which devices, how they use them, how often they use them and how, if at all, they engage these devices with their smartphones, tablets and computers.
1. The world is connected and explosive growth is expected
The fact is, nine in ten (87%) people own a connected device (62%) or are interested in purchasing one (25%). Males and 18-34 year olds are most likely to already own a connected device, and are also more likely to be interested in purchasing a connected device if they don’t already have one.
For most devices, sales can be expected to double. For Virtual Reality (VR) headsets and internet-enabled voice command systems, growth is likely closer to triple. For voice command systems, that represents growth on top of a solid base of voice connected use of mobile phones.
Four in ten people currently use a voice controlled digital assistant on their smart phone, and 45% of them do it daily. Currently, Apple’s Siri handles over 2 billion commands a week, and 20% of Google searches on Android-powered handsets in America are input by voice.
2. The connection is constant
All of these devices are used at least daily by roughly eight in ten users. The exception is VR headsets, which are used daily by six in ten users. Wearable health trackers, home control systems and smart watches are described by four in ten or more users as being “always on”.
These devices have the potential to be consistent conduits to consumers, and serve as a powerful point of connection.
3. Our devices are talking to us and we’re listening
Most connected devices are used in conjunction with a smartphone, computer or tablet on a daily basis or more frequently. And roughly half of all users receive messages that originate from their connected device. Those with wearables were likeliest to have had their device send them a message.
4. People are open to being marketed to through their connected devices
Two thirds (65%) of those who own a connected device say they are “receptive to advertising on their internet of things” device. This opens the door to extremely targeted communications. Messages, for example, about foods that are targeted to the fridge, stove and toaster could be sent not only in context but also at the right time.
We are already seeing this happen with store apps on smartphones. Overall, 42% currently use store apps and 70% of them have received offers when near a store, through their app, and they like it. They tend to “appreciate the information” (71%), be “impressed with the technology” (64%) and generally “think it’s cool” (65%).
Connected devices are potentially a radical new front in terms of “media” that can deliver targeted messages.
That’s a powerful reason to pay close attention to connected devices and the internet of things.