The Internet of Things By The Percentages

One of the main impacts of the Internet of Things is the amount of data that will be coming from millions of connected devices.

Similarly, there already is a significant amount of data in the form of IoT research and stats coming from a multitude of sources.

While I write about all the major IoT research findings as they come out, I thought it might be helpful to compile in one place, at least from a percentage standpoint, some of the recent IoT data points.

So here is a look at the Internet of Things, by the percentages, with the source of each at the end:

  • 8% -- Those involved in IoT making the most of the data they collect (Dimensional Research)
  • 13% -- Percentage of marketing executives who see a privacy backlash as having the biggest impact on marketers within five years (Economist Intelligence Unit)
  • 25% -- Fitbit share of wearable devices market (CCS Insight)
  • 26% -- Of those involved in IoT who say data is analyzed too slowly to be actionable (Dimensional Research)
  • 28% -- Companies that use IoT in digital marketing campaigns to better understand customer preferences (Survata)
  • 29% -- Percentage of retailers who have beacons in stores (Retail TouchPoints)
  • 34% -- Those involved in IoT who don’t store or analyze any IoT data (Dimensional Research)
  • 34% -- Independent small and mid-sized retailers globally that are likely to introduce beacons at some point (Lightspeed)
  • 35% -- Media companies’ IoT spending this year on tracking products and/or services after they are sold to customers (Tata Consultancy Services)
  • 35% -- Number of independent small and mid-sized retailers globally that will invest in data-supported marketing by next year (Lightspeed)
  • 42% -- Top targeted area for IoT developers is the smart home (VisionMobile)
  • 43% -- Companies using IoT in digital marketing campaigns who rate them as successful in terms of meeting customer engagement and demand generation (Survata)
  • 44% -- Main challenge of those involved in IoT is too much data to analyze (Dimensional Research)
  • 46% -- Retailers who have or plan to have beacons in stores (Retail TouchPoints
  • 47% -- Companies that keep IoT collected data for more than a year (Dimensional Research)
  • 48% -- Consumers who most associate Apple with the Internet of Things (YouGov)
  • 49% -- Retailers who see top IoT opportunity as maintaining inventory accuracy in stores (Retail Systems Research)
  • 51% -- Percentage of marketing executives who see the Internet of Things as having the biggest impact on marketers within five years (Economist Intelligence Unit)
  • 54% -- Retailers who have not implemented beacons and have no plans to do so (Retail TouchPoints)
  • 55% -- Retailers who see the most benefit from IoT as being in customer service and support (Retail Systems Research)
  • 56% -- Apple Watch owners who check their battery level at least once a day (Wristly)
  • 58% -- Amount among five major wrist wear operating systems shipped this year that Apple will account for (IDC Tracker)
  • 58% -- Companies that consider IoT to be a strategic initiative (IDC)
  • 70% -- Percentage of consumers who don’t know what a beacon is (First Insight)
  • 71% -- Adults not likely to purchase a wearable fitness tracker in the next year (CivicScience)
  • 71% -- Top benefit of retailers using beacons is ability to track and understand browsing and buying patterns (Retail TouchPoints)
  • 72% -- Consumers who list a self-adjusting thermostat as the most desired smart home device (Icontrol Networks)
  • 73% -- Companies that have deployed or plan to deploy over the next 12 months some type of IoT solution (IDC)
  • 75% -- Consumers that would not shop in a store that used facial recognition technology for marketing purposes (First Insight)
  • 77% -- Those involved in IoT who see data collection and analysis as important in the IoT projects (Dimensional Research)
  • 78% -- Business executives who have at least heard of IoT (Circle Research and Analysis Mason)
  • 79% -- Companies that use IoT to track their customers, products, locations or where they conduct business (Tata Consulting Services)
  • 80% -- Marketing executives who say they need to restructure marketing to better support the business (Economist Intelligence Unit)
  • 80% -- Retailers who say the Internet of Things will drastically change the way companies do business in the next three years (Retail Systems Research)
  • 83% -- Those involved in IoT who are collecting data (Dimensional Research)
  • 85% -- Indian consumers who prefer a universal remote control feature in their Smartphone (Peel Technologies)
  • 89% -- Senior marketing executives who say the Internet of Things will significantly impact customer engagement (CMO Council)
  • 96% -- Number of those involved in IoT projects who face challenges in one form or another (Dimensional Research)

While a flood of big data will be coming from connected devices, there also is plenty of information coming from those researching and tracking the impact of the Internet of Things on all aspects of marketing and business.


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