Consumers aren’t really aware of the Internet of Things (IOT) but that’s not hindering growth expectations for the segment. 

New findings from Strategy Analytics show consumer awareness of IoT is currently low, but interest in the technologies is high, particularly in solutions that help to solve existing real world problems and learn user behaviors and preferences. 

Strategy Analytics says the idea of IoT making life easier, more convenient and efficient is “most appealing to consumers,” adding that increasing “education on existing IoT solutions in addition to future possibilities will drive both awareness and adoption.”

Christopher Dodge, Associate Director of Media Services at Strategy Analytics, noted in a statement that  for IoT solutions to be widely adopted, consumers must trust the technologies. 

“Solutions must be compatible for control across all platforms; and full customization should be available to ensure that the user feels like they are in control of their experience and importantly, their own data,” Dodge said. 

Strategy Analytics surveyed consumers in the United States and the United Kingdom and found that to adopt IoT solutions, consumers need to see “long-term savings versus short-term spend; simple, easy-to-use interfaces; and systems which allow seamless interactions among all devices owned.” 

Half of those surveyed said they felt that IoT could benefit their healthy and well-being. Barriers to adoption included privacy and security, with around 80 percent of consumers surveyed holding strong concerns around who actually harvests their information and how and what it will be used for.