The Internet of Things
IAB
Kristina Sruoginis, Research Director
Kristina@IAB
Maru/Matchbox
Rhiannon Shane, VP Media & Entertainment
Rhiannon.Shane@marumatchbox
December 2016
Intro and ObjectivesThe IAB commissioned Maru/Matchbox to conduct a consumer study to gain visibility into consumer adoption of
Connected Devices and the Internet of Things in order to inform the industry about this exciting new technology and
emerging market.
The study was conducted among 1200 consumers, representative of the US adult population, in order to understand
who uses connected devices, which devices, how they use them, how often they use them and how frequently, if at all,
they engage these devices with their smartphones, tablets and computers.The devices examined included connected
cars, internet-enabled home control devices/systems, internet-enabled appliances, smart watches, wearable health
trackers, internet-enabled voice command systems, connected/smart TVs, VR headsets and smart glasses.
The research further sought to discover how owners of these devices learned about them and how receptive they are
to advertising on their devices or potentially on the devices they connect to.
Among those who don’t own a connected device, the research sought to gain interest in how many of them have
heard of each device, how interested they are in the devices and how they perceive the devices.
The study also aimed to reveal consumer interest in upcoming technologies like self-driving cars and wearable fabrics
as well as existing technologies like smartphone voice control systems, store apps and beaconing, smart labels and, of
course, Pokémon Go.
The Internet of Things, IAB, Dec. 2016
MethodologyThe IAB (Interactive Advertising Bureau) wanted to better understand the Internet of Things in 2016.More
specifically, the IAB wanted to gauge awareness and use of devices within the Internet of Things, interest in
emerging new devices and receptivity to potential advertising applications.
The IAB partnered with Maru/Matchbox on this quantitative research. Research was conducted among
Maru/Matchbox’s Springboard America online panel (~250,000 US members) using an online survey.
Notes:Significance testing at 95% confidence intervals are denoted as follows:
The Internet of Things, IAB, Dec. 2016
IoTConnected Device ExamplesConsumers were asked if they were aware of, owned or were interested in purchasing any of the following
devices.The examples below were given to consumers when asking about their awareness, ownership and
interest in them:
The Internet of Things, IAB, Dec. 2016
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