wearableJust over 6 in 10 Americans (62%) own at least one IoT device, be it a connected/smart TV, car, fitness tracker, home control system, Internet-enabled voice command assistant, smart wearable device or VR headset, according to IoT device penetration research from the IAB (Interactive Advertising Bureau).

Among those, nearly two-thirds (65%) expressed their willingness to receive ads on IoT screens.

Owners of IoT devices are likely to be parents ranging in age from 18-34 and college educated with annual household incomes above the $50,000 national average. More than 6 in 10 survey respondents said they had seen an ad on an IoT device.

Nearly all those surveyed (97%) said they had heard of IoT devices of one kind or another. Two-thirds (65%) of those who hadn’t bought one expressed interest in doing so, according to IAB.

IoT Device Penetration Findings
Connected/smart TVs and streaming devices (47%), wearable health trackers (24%) and Internet-enabled home control devices (17%) ranked as the top 3 IoT devices survey respondents said they owned. Connected/smart TVs and streaming devices (39%) were the top choice for those considering buying an IoT device. Next in order of preference were

  • Connected cars (37%)
  • Wearable health trackers (32%)
  • Internet-enabled home control devices/systems (31%)
  • Internet-enabled voice command systems (31%)
  • Internet-enabled appliances (30%)
  • VR headsets (30%)
  • Smart watches (27%)
  • Smart glasses (21%)

Whether they were IoT device owners or not, more than half (55%) of U.S. adults said they would be willing to see ads on IoT device screens in exchange for a marketing offer such as a coupon (44%), extra features (30%), or access to exclusive games (19%).

“Vigorous growth in familiarity and IoT usage is fueling interest among consumers—and brands need to pay attention,” IAB EVP and COO Patrick Dolan was quoted in a news release.

“To access the coveted IoT audience that is already open to receiving ads on their devices, advertisers need to consider ‘added incentives’ for their messages. As adoption continues and marketers learn to weave the Internet of Things into their strategies, tomorrow’s prospects for IoT as a marketing platform will be very bright.”