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IoT survey says privacy is top concern for US consumers

Posted: 06 Jan 2015 ?? ?Print Version ?Bookmark and Share

Keywords:Internet of Things Consortium? Internet of Things? privacy? Greenwave? NXP?

A consortium established to focus on Internet of Things (IoT) topics has released the results of a survey conducted among US consumers. According to the study, 71 per cent of IoT purchases for the home are influenced by word-of-mouth or in-store referrals, and that consumers are still anxious as regards privacy.

The Internet of Things Consortium (IoTC) comprises Greenwave Systems, August, GK Digital Media and NXP Semiconductors. Its survey on consumer attitudes towards IoT products showed that nearly 65 per cent of American consumers are moderately or extremely interested in adopting a smart home solution, and 71 per cent of those consumers make smart home purchases based on word-of-mouth referrals by friends and family or recommendations made in-store by employees.

The consortium revealed that two-thirds of the respondents are concerned about privacy, highlighting the need for industry participants to mitigate privacy and security concerns to drive the industry forward. Also, IoTC ... commissioned International Data Corp. (IDC) to survey 1,005 U.S. consumers, aged 18 and older, about their attitudes towards smart home product purchases.

Word-of-mouth drives IoT purchases

While variables such as gender and income play a role in a consumer's willingness to purchase Internet of Things (IoT) products, those factors do not always influence their preference. The survey found that, regardless of age and gender, 54 per cent of consumers said word-of-mouth is the number one source of information when purchasing point products and smart home solutions. Word-of-mouth influence has twice the impact of traditional information sources such as TV and Internet ads. Additionally, retailers can have a significant influence over in-store buyers as 43 per cent of those surveyed said that store employees are the second most used source.

With the growing number of consumer IoT purchases, it is clear consumers are actively seeking ways to enhance their digital lifestyle by employing smart devices to help them be more efficient and save money (44 per cent). That said, 51 per cent of consumers are concerned that the total cost of ownership will outweigh the benefits.

Smartphone remains the device of choice

The survey also showed that across age, gender and income, 66 per cent of survey respondents expressed concern about privacy. More than 60 per cent said they consider security and energy efficiency the most attractive benefits of today's smart home solutions. In addition, with respect to future connected home solutions, 37 per cent of respondents want to be able to enhance their home entertainment experience by easily transferring shows and content from one device to another. The same per centage desire the ability to control their home appliances via a voice assistant.

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