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Privacy is a Concern for 50% of Consumers Considering Internet of Things Devices

by | 3 minute read

Metova, a world-leading provider of mobile, connected car, connected home and IoT Solutions, announced the results of a survey revealing the sentiment of over 1000 consumers on IoT and connected home technologies. Notably, less than 20% of people surveyed feel like they have a good understanding of what the Internet of Things is, however, nearly 70% of consumers already own at least one IoT device. In addition, 84% of people would like the ability to monitor their utility usage in real-time with connected devices, and would choose a utility provider over a competitor based on that ability if given a choice.

More than half (52.1%) of U.S. adults who consider themselves Technophobes are over the age of 55, according to AudienceSCAN. About 74% are homeowners who could benefit from owning smart home devices. However, only 12.5% plan on purchasing a smart speaker this year. They may be swayed through search marketing though. Within the last month, 42.6% of this audience has used a search engine to research items they’re considering for purchase (likely on Google, which is the preferred search engine of 82.1% of this audience).

“Connected devices and real-time monitoring of water, gas and electrical usage have shifted from a novelty to necessity,” said Jonathan Sasse, CMO at Metova. “Whether they know it or not, consumers have made the leap to the Internet of Things in and outside of their homes, yet businesses are often unsure of how to approach digital transformation in order to leverage this new realm.”

Key IoT survey findings include:

  • Less than 20% of people surveyed feel like they have a good understanding of what the Internet of Things is, however, nearly 70% of consumers already own at least one IoT device
  • 84% of people would like to monitor their utility usage in real-time with connected devices and the same amount would choose a utility provider based on that ability if given a choice
  • Smart Thermostats and Smart Home Retrofit devices are the leading goods that are most interesting to people while Smart Bike Locks are the least interesting
  • Nearly half of consumers are moderately to extremely concerned about privacy issues associated with IoT devices

IoT advertisers should address these concerns and needs in their advertisements, especially stressing the security of Technophobes’ privacy. According to AudienceSCAN, 26.3% of this audience wants to make purchases that make them feel safe and secure. Advertisers can promote IoT device security through a number of advertising formats. Last year, 60.2% of Technophobes took action after seeing a TV commercial and 59.8% reacted to ads in their mailboxes. Don’t write off digital ads though. About 40% of this group took action after receiving an email ad last year, and they’re 10% more likely than other adults to take action after seeing an advertisement in a directory search, either in print or online.

AudienceSCAN data is available for your applications and dashboards through the SalesFuel API. Media companies and agencies can access AudienceSCAN data through the AudienceSCAN Reports in AdMall.

Rachel Cagle

Rachel Cagle

Rachel is a Research Analyst, specializing in audience intelligence, at SalesFuel. She also helps to maintain the major accounts and co-op intelligence databases. As the holder of a Bachelors degree in English from The Ohio State University, Rachel helps the rest of the SalesFuel team with their writing needs.

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