Acquity Group, a digital agency that is now part of Accenture Interactive, surveyed more than 2,000 US. Consumers on their behavior and preferences when it comes to the Internet of Things and expected adoption of connected technology.
Based on the data, this white paper The Internet of Things: The Future of Consumer Adoption “provides an in-depth look into consumer behaviour across a variety of areas related to connected technology, including current and future adoption plans and potential barriers to mass consumer penetration.”
For B2B and B2C companies, the research claims to “provides a full picture into how consumers view IoT technology and the growth potential of this market in both the short and long term.”
Acquity says the study “suggests an overall shift in consumer perception about connected technology and demonstrates openness for adoption in the coming years.
It concludes: “Long-term potential adoption rates across categories of consumers underscore the significant opportunity for retailers and companies. Even though widespread adoption of IoT technology is not here yet, the market is showing future signs of massive consumer adoption of connected devices and objects. Businesses can capitalise on revenue opportunities in the IoT space by demonstrating value of devices to consumers.
“Despite concerns with security and privacy, consumers incentivised with coupons or helpful information are more open to sharing data with third parties, such as retailers, manufacturers, or friends and family.”
Acquity says the largest opportunities for brands “lie in presenting consumers with specific, measurable results from the data they are sharing. Companies using data to connect with consumers via IoT devices should ensure they’re offering value every time – whether that be through special offers targeted specifically to past behaviors, or information on how to improve the quality of daily life through specific means.”
A key takeaway is that “success in the future of IoT will stem from providing an exceptional, easy-to-use customer experience with compelling benefits, no matter the industry or type of product. This can be achieved with a solid strategy, powerful technology, efficient change management and a cutting-edge digital presence.”