年物联网报告（英文版）.docx

ib.+maruTheInternetofThingsDecember2016IABKristinaSruoginis,ResearchDirectorKristinaIAB.netMaru/MatchboxRhiannonShane,VPMedia&EntertainmentRhiannon.ShaneImatchboxIntroandObjectivesTheIABcommissionedMaru/Matchboxtoconductaconsumerstudytogainvisibi1ityintoconsumeradoptionofConnectedDevicesandtheInternetofThingsinordertoinformtheindustryaboutthisexcitingnewtechno1ogyandemergingmarket.Thestudywasconductedamong1200consumers,representativeoftheUSadu1tpopu1ation,inordertounderstandwhousesconnecteddevices,whichdevices,howtheyusethem,howoftentheyusethemandhowfrequent1y,ifata11,theyengagethesedeviceswiththeirsmartphones,tab1etsandcomputers.Thedevicesexaminedinc1udedconnectedcars,internet-enab1edhomecontro1devices/systems,internet-enab1edapp1iances,smartwatches,wearab1ehea1thtrackers,internet-enab1edvoicecommandsystems,connected/smartTVs,VRheadsetsandsmartg1asses.Theresearchfurthersoughttodiscoverhowownersofthesedevices1earnedaboutthemandhowreceptivetheyaretoadvertisingontheirdevicesorpotentia11yonthedevicestheyconnectto.Amongthosewhodon,townaconnecteddevice,theresearchsoughttogaininterestinhowmanyofthemhaveheardofeachdevice,howinterestedtheyareinthedevicesandhowtheyperceivethedevices.Thestudya1soaimedtorevea1consumerinterestinupcomingtechno1ogies1ikese1f-drivingcarsandwearab1efabricsaswe11asexistingtechno1ogies1ikesmartphonevoicecontro1systems,storeappsandbeaconing,smart1abe1sand,ofcourse,PokemonGo.ma1/matchboxTheInternetofThings,IAB1Dec.2016Methodo1ogyTheIAB(InteractiveAdvertisingBureau)wantedtobetterunderstandtheInternetofThingsin2016.Morespecifica11y,theIABwantedtogaugeawarenessanduseofdeviceswithintheInternetofThings,interestinemergingnewdevicesandreceptivitytopotentia1advertisingapp1ications.TheIABpartneredwithMaru/Matchboxonthisquantitativeresearch.ResearchwasconductedamongMaruMatchbox,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=significantversusothertwoagebreaks Ethnicity=significantversusa11others3mau/matchboxTheInternetofThings,IAB,Dec.2016IoTConnectedDeviceExamp1esConsumerswereaskediftheywereawareof,ownedorwereinterestedinpurchasinganyofthefo11owingdevices.Theexamp1esbe1owweregiventoconsumerswhenaskingabouttheirawareness,ownershipandinterestinthem: Connectedcar(withinternetaccess-notjustB1uetooth-thatcanbeusedwithotherdevices) Internet-enab1edhomecontro1devices/systems(Nest,homesecurity,etc.) Internet-enab1edapp1iances(smartrefrigerator,washer/dryer,etc.) Smartwatch(App1eWatch,etc.) Wearab1ehea1thtracker(FitBit,JawBone,etc.) Internet-enab1edvoicecommandsystems(AmazonEcho,etc.) Connected/SmartTVORstreamingdeviceconnectedtoTV VRheadsets(Goog1eCardboard,SamsungGearVR,etc.) Smartg1asses(Goog1eG1ass,etc.)mau/matchboxTheInternetofThings,IAB1Dec.2016SummaryKeyfindingsfromthestudyrevea1:962%ofUSadu1tsownat1eastoneconnecteddevice.Amongthosewhodon,townaconnecteddevice,near1ya11haveheardofconnecteddevicesand65%areinterestedinpurchasingone.oConnectedZSmartTVsarethemostpopu1ar1yownedconnecteddevices;Near1yha1fofUSadu1tsownone.9Near1ya11haveheardofconnecteddevices,especia11ysmartwatches,connectedTVs,fitnesstrackerandhomecontro1systems.9Overone-thirdofUSadu1tsareinterestedinbuyingaconnectedTVorconnectedcar9Digita1mediap1aysanimportantro1einconsumers,discoveryandseekingmoreinformationaboutconnecteddevices.Rough1y1in4firstheardaboutsmartg1asses,VRheadsetsorvoicecommandsystemsfromanydigita1source(desktopormobi1edisp1ayad,artic1e,video,videoadorsocia1media).1in3soughtoutmoreinformationaboutVRheadsetsfromdigita1sources.9Top3methodsof1earningmoreaboutconnecteddevicesinc1udeTVcommercia1s,wordofmouthandon1ineartic1es,providingopportunitiesfornativeadvertisingandotheron1ineadvertising.oTheconnecteddeviceswiththestrongestadoptionthusfarshareusefu1nessastheirtopattribute.9Theaverageconnecteddeviceownertendstobeaco11egeeducatedparentbetweentheagesof18-34withaboveaverageincomewhotendstobewi11ingtoreceiveadsonthedevice.Ownersofmostconnecteddevicestendtobema1eexceptforownersofwearab1ehea1thtrackers.maumatchboxTheInternetofThings,IAB,Dec.2016Summary9Thoseinterestedinbuyingaconnecteddevicevaryinageandgenderbydevicebuttendtobeco11egeeducated,excitedabouttechno1ogyandreceptivetopotentia1IoTads.9Near1ya11Internet-enab1edhomedevices/systems/app1iancesarecurrent1yconnectedtotheinternet.OWearab1esandconnectedhomedevicesareusedat1eastonceaday.9Mostconnecteddevicesareusedinconjunctionwithasmartphone/computer/tab1etonadai1ybasisormorefrequent1y,especia11yownersofsmartwatches,connectedcarsandhea1thtrackers.9Mostwearab1edeviceownershavereceivednotificationsabouttheirdevicesonsmartphones/computers/tab1ets.©A1mosttwo-thirds(62%)ofconnecteddeviceownersreporthavingseenanadontheirdevice.9Mo