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IAB2016年物联网报告PDF

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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 Key findings from the study reveal: 62% of US adults own at least one connected device. Among those who don’t own a connected device, nearly all have heard of connected devices and 65% are interested in purchasing one. Connected/Smart TVs are the most popularly owned connected devices; Nearly half of US adults own one. Nearly all have heard of connected devices, especially smart watches, connected TVs, fitness tracker and home control systems. Over one-third of US adults are interested in buying a connected TV or connected car Digital media plays an important role in consumers’ discovery and seeking more information about connected devices. Roughly 1 in 4 first heard about smart glasses, VR headsets or voice command systems from any digital source (desktop or mobile display ad, article, video, video ad or social media).1 in 3 sought out more information about VR headsets from digital sources. Top 3 methods of learning more about connected devices include TV commercials, word of mouth and online articles, providing opportunities for native advertising and other online advertising. The connected devices with the strongest adoption thus far share usefulness as their top attribute. The average connected device owner tends to be a college educated parent between the ages of 18-34 with above average income who tends to be willing to receive ads on the device. Owners of most connected devices tend to be male except for owners of wearable health trackers. SummaryThe Internet of Things, IAB, Dec. 2016 。。。以上简介无排版格式,详细内容请下载查看