iot connected devices report
TRANSCRIPT
1Produced by Impact Research, in strict confidence
Pursue, Discover, Act
Spring 2015
CONNECTED DEVICES QUCK POLL
2Produced by Impact Research, in strict confidence
WHY ARE WE LOOKING AT APP-CONNECTED DEVICES?
“The Internet of Things”
Since smartphones have become the norm in the UK (61% of UK adults owned one in Q1 2014*) there has been a rise in interest in the idea of the Internet of Things.
From devices as practical as the heating system to the more trivial ‘smart toys’, much exists already in the market that can be controlled remotely by an app. The phenomenon is just taking off with creators running with this idea that everything, and anything could be controlled by an app.
This market is in it’s infancy. We want to explore consumers’ early reactions and how the market can in turn respond.
+ Is the excitement surrounding this novel way of controlling our personal world resonating with UK consumers?
+ To what extent are UK consumers even aware of the market?
+ How far has the Internet of Things penetrated into the UK market?
*OfCom 2014 <http://media.ofcom.org.uk/facts/>
3Produced by Impact Research, in strict confidence
WHAT? WHEN? WHO?
What?We conducted an online survey to find out respondents’ awareness & usage of app-connected household devices.
When?Data was collected in Spring 2015
Who?UK Nationally Representative sample
46% 54%
32%39%30%
18-34 35-55 55+
42%
58%
ABC1
C2DE
North & Scotland 40%
Midlands & Wales 17%
South 43%
4Produced by Impact Research, in strict confidence
SUMMARY
Despite high awareness throughout the UK, few are investing in these devices
+ App-connected devices are widely known throughout the UK with 85% of the nationally representative sample aware of at least 1 app.
+ However, only around a third of those aware are currently using these apps with the high ticket apps being used less frequently
Whilst the public recognise the benefits of certain apps, this has failed to incentivise purchase
+ There is little correlation between the relative importance rating of app-connected devices and their usage, perhaps because the most important apps are also more expensive
Companies need to do more to convince the UK of the value of purchasing devices to household devices
+ When asked which one home device you would most like to control, most of the sample suggested every-day appliances
+ The sample recognised the value of being able to control apps such as these, but the lack of correlation between perceived importance of an app and usage means that companies need to do more to convince the public of the value of investing
5Produced by Impact Research, in strict confidence
85%are aware of app-connected devices
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2. TV RECORDING
HOW AWARE ARE WE OF APP-CONNECTED DEVICES?
The vast majority of people in the UK appear to be aware of app-connected devices of various price brackets. More than half the population were aware of apps to control heating, TV recording and alarm systems.
3. ALARM SYSTEM
1. HEATING
10. PLUG-IN PEST CONTROL
awar
enes
s ra
nkin
g
Q1 Which of the following app connected devices in your home have you heard of?; Q2 Which of the following app connected devices in your home do you currently use? n=212
62%
58%
54%
16%
7Produced by Impact Research, in strict confidence
ONLY 31% USE APPS TO CONTROL THEIR
WORLD
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APP USAGE
Despite high levels of awareness, people in the UK with smartphones are not investing in these devices. Those that are the most popular are the more economically accessible apps which control TV recording and plug-in fragrances.
37% of those aware use app-connected device(s)
63% of those aware do not use app-connected devices
Top 3 app-connected devices amongst those who use Type of phone owned by those who are aware, but do not use app-connected devices
TV RECORDING APPS
23%
PLUG-IN FRAGRANCE APPS
11%
HOME APPLIANCE APPS
9%
SMARTPHONE OWNERS
98%
STANDARD PHONE OWNERS
2%
Q2 Which of the following app connected devices in your home do you currently use? n=180
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THE IMPORTANCE OF BEING ‘CONNECTED’?
As with awareness, the relative importance of an app-connected device is failing to encourage purchase. Whilst the benefits of apps such as alarm systems are acknowledged by the public, it is not a key driver of purchase
Low cost plug-in fragrance devices were considered unimportant but had high levels of usage whereas
the more expensive security cameras, deemed important had
low usage levels.
usag
e
impo
rtanc
e
% of those surveyed that ranked these app-connected devices in their top 3 most important apps% of those surveyed that had used these app-connected devices
TV re
cord
ing
Plug-
in fr
agra
nce
Home
appl
ianc
es
Heatin
g
Door l
ockin
g
Ligh
ting
cont
rol
Alarm
syste
m
Autom
atic
Curta
ins
Plug-
in p
est c
ontro
l
Secur
ity C
amer
as0%
10%
20%
30%
40%
50%
60%
Top 3 Importance rating Usage
Q3 Which of the following app connected devices in your home do you feel are most important to control?; Q2 Which of the following app connected devices in your home do you currently use? n=212
10Produced by Impact Research, in strict confidence
If you could control any device in your home from your phone….
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DEMAND FOR OTHER APP-CONTROLLED DEVICE IN THE MARKET
Other than the app-connected devices already discussed, spontaneous crowdsourcing demonstrated that the public was interested in controlling certain practical every-day elements of their household.
Q4 If could you control any device in your home via a smartphone app , what would this be? n= 212
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WHAT DOES THE FUTURE HOLD FOR APP-CONNECTED DEVICES?
The next few years will see the market for app-connected devices explode with a variety of esoteric apps already in development
Companies should capitalise on the existing high awareness and interest in app-connected devices when developing future products
It is only a matter of time before awareness gives way into high usage levels. App developers need to convince UK consumers of the value of purchasing these devices to speed the process along
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Pursue, Discover, Act
Mina OdavicBusiness and Development ManagerEmail: [email protected]: +44 (0) 1932 226793Address: Impact Research Ltd, 3 The Quintet, Churchfield Road, Walton-on-Thames, KT12 2TZ, United Kingdom
Thank you!