Consumers willing to accept ads on IoT devices

The majority of consumers, at least in the US, are fine with the idea of ads on IoT devices, according to an Interactive Advertising Bureau (IAB) study on consumer adoption patterns and trends.

In the survey of 1,200 US adults, 65% of IoT device owners said that they are willing to see ads on their IoT screens. What’s more, 62% already do, the study added.

Devices examined in the study included connected cars, internet-enabled home control devices, internet-enabled appliances, smart watches, wearable health trackers, internet-enabled voice command systems, smart TVs, VR headsets and smart glasses.

Incentives are the prime motivators.

The report showed that 55% browsed through ads get coupons, while 30% searched for extra features and 22% loved playing exclusive games.

Affluence and age matter when gauging consumers’ willingness to see ads on their IoT devices.

According to the report, 69% of those who earn $100,000 or more and 68% of those aged 18-34 years are “more likely to see the value exchange of receiving such ads on their devices.”

While the above results cater to only US consumers, it does indicate a growing willingness among consumers to view ads if the rewards are clear.

It also offers valuable clues for CMOs who are looking to cash in the upcoming IoT boom and get into the living spaces of consumers.