September 23, 2021

New Survey Findings: Nearly Two-Thirds of Americans Own at Least One Internet of Things Connected Device

From the Interactive Advertising Bureau:

IAB (Interactive Advertising Bureau) today 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 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. 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%)

Direct to Complete Report (34 pages; PDF)

About Gary Price

Gary Price (gprice@mediasourceinc.com) is a librarian, writer, consultant, and frequent conference speaker based in the Washington D.C. metro area. Before launching INFOdocket, Price and Shirl Kennedy were the founders and senior editors at ResourceShelf and DocuTicker for 10 years. From 2006-2009 he was Director of Online Information Services at Ask.com, and is currently a contributing editor at Search Engine Land.

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