The Internet of Things

The IAB commissioned Maru VCR&C 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 1,200 consumers, representative of the U.S. 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 . . .