年物联网报告(英文版).docx
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1、ib.+maruTheInternetofThingsDecember2016IABKristinaSruoginis,ResearchDirectorKristinaIAB.netMaru/MatchboxRhiannonShane,VPMedia&EntertainmentRhiannon.ShaneImatchboxIntroandObjectivesTheIABcommissionedMaru/Matchboxtoconductaconsumerstudytogainvisibi1ityintoconsumeradoptionofConnectedDevicesandtheIntern
2、etofThingsinordertoinformtheindustryaboutthisexcitingnewtechno1ogyandemergingmarket.Thestudywasconductedamong1200consumers,representativeoftheUSadu1tpopu1ation,inordertounderstandwhousesconnecteddevices,whichdevices,howtheyusethem,howoftentheyusethemandhowfrequent1y,ifata11,theyengagethesedeviceswit
3、htheirsmartphones,tab1etsandcomputers.Thedevicesexaminedinc1udedconnectedcars,internet-enab1edhomecontro1devices/systems,internet-enab1edapp1iances,smartwatches,wearab1ehea1thtrackers,internet-enab1edvoicecommandsystems,connected/smartTVs,VRheadsetsandsmartg1asses.Theresearchfurthersoughttodiscoverh
4、owownersofthesedevices1earnedaboutthemandhowreceptivetheyaretoadvertisingontheirdevicesorpotentia11yonthedevicestheyconnectto.Amongthosewhodon,townaconnecteddevice,theresearchsoughttogaininterestinhowmanyofthemhaveheardofeachdevice,howinterestedtheyareinthedevicesandhowtheyperceivethedevices.Thestud
5、ya1soaimedtorevea1consumerinterestinupcomingtechno1ogies1ikese1f-drivingcarsandwearab1efabricsaswe11asexistingtechno1ogies1ikesmartphonevoicecontro1systems,storeappsandbeaconing,smart1abe1sand,ofcourse,PokemonGo.ma1/matchboxTheInternetofThings,IAB1Dec.2016Methodo1ogyTheIAB(InteractiveAdvertisingBure
6、au)wantedtobetterunderstandtheInternetofThingsin2016.Morespecifica11y,theIABwantedtogaugeawarenessanduseofdeviceswithintheInternetofThings,interestinemergingnewdevicesandreceptivitytopotentia1advertisingapp1ications.TheIABpartneredwithMaru/Matchboxonthisquantitativeresearch.Researchwasconductedamong
7、MaruMatchbox,sSpringboardAmericaon1inepane1(250,000USmembers)usinganon1inesurvey.=1,200representativeofUS18-74year-o1ds Thesurveywasfie1ded8/3/2016-8/8/2016Notes:Significancetestingat95%confidenceinterva1saredenotedasfo11ows: M/F=significantamonggender 18-34/35-54/55-74=significantversusothertwoageb
8、reaks Ethnicity=significantversusa11others3mau/matchboxTheInternetofThings,IAB,Dec.2016IoTConnectedDeviceExamp1esConsumerswereaskediftheywereawareof,ownedorwereinterestedinpurchasinganyofthefo11owingdevices.Theexamp1esbe1owweregiventoconsumerswhenaskingabouttheirawareness,ownershipandinterestinthem:
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