The Internet of Things (IoT): most entertaining
Adoption of IoT devices, by category and product, 2015-2016
Question. Which, if any, of the following devices do you own or have ready access to?
Weighted base (2015/2016): All respondents (4,000/4,003). Source: UK edition, Deloitte Global Mobile Consumer Survey: May–Jun 2015, May–Jun 2016
Connected entertainment has enjoyed mainstream adoption and is growing in popularity. Games consoles, for example, are owned by or accessible to a quarter of UK adults. As of mid-2016, almost half of UK adults had access to at least one type of connected entertainment product. Overall, ownership of connected home devices has barely changed since last year. Smart lights and smart appliances remain at 2% of adults; connected surveillance systems at 3%.
Many of these types of device are not new. Fitness tracking smartwatches went on sale a quarter of a century ago;1 the first connected fridge 15 years ago.2 These products have been relatively niche since launch, and are unlikely to experience a surge in demand over the next year, based on stated purchase intent
Are UK consumers oblivious to IoT devices, despite the promise of a better life (or a life lived better), or are they simply indifferent to them? The era of mainstream IoT device ownership across multiple categories is likely to dawn when its benefits align with mainstream consumer behaviour.
1.) The Timex Datalink smartwatch was launched in 1994. See Timex Corporation History, as accessed on 6 September 2016: http://www.fundinguniverse.com/company-histories/timex-corporation-history/
2.) LG Electronics launched the “Internet Digital DIOS' refrigerator in 2010. See LG UNVEILS INTERNET-READY REFRIGERATOR, telecompaper, 21 June 2000: http://www.telecompaper.com/news/lg-unveils-internetready-refrigerator--221266