Nearly Two-Thirds Of Americans Already Own An IoT Device

The Internet of Things may be a burgeoning industry, but according to a new survey by IAB, nearly two-thirds of American consumers, or 62 percent, already own at least one IoT device. What’s more, 65 percent of those surveyed who own IoT devices said they are willing to receive ads on their IoT screens.

In a press release highlighting the survey results, IAB said 62 percent of survey respondents said they already see ads on IoT-connected gadgets. The study also reveals IoT owners are likely to be parents ages 18–34, with college educations and household incomes above the national $50,000 average. IAB had MARU/VCR&C conduct the report, surveying more than 1,200 adults in the U.S. It showed that 97 percent have heard of IoT devices, and 65 percent are interested in purchasing one. More than half of respondents, 55 percent, said they would be willing to view ads on the devices in exchange for a deal, with 44 percent citing coupons, 30 percent pointing to extra features and 19 naming exclusive games as the motivator.

According to IAB, the most popularly owned IoT devices are connected/smart TVs and streaming devices, which 47 percent of survey respondents said they owned. Twenty-four percent of respondents said they own a wearable health tracker, while 17 percent said they owned an internet-enabled home control device. For consumers considering an IoT purchase, connected/smart TVs and streaming devices were the top choice, noted the report.

“Vigorous growth in familiarity and IoT usage is fueling interest among consumers — and brands need to pay attention,” said Patrick Dolan, EVP and COO of IAB, in the press release. “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.”