Millennials may be prime targets for the
marketing of many products, but those relating to the Internet of Things may not be among them.
It turns out that millennials, those 18 to 29 years old, are the least likely demographic to own
certain IoT products.
This according to a survey of 2,700 consumers conducted by the Association of Energy Service Professionals.
The intent of the study was to determine whether
energy-related IoT products are linked to participation rates and satisfaction with demand response programs.
IoT products in the survey included smart thermostats, power strips, air
conditioners and washing machines.
Older consumers are more likely than millennials to own an IoT product and participate in utility-driven energy management programs. Here’s the
likelihood of owning IoT devices by age group:
- 21% -- 30-44
- 19% -- 45-59
- 16% --60+
- 15% -- 18-29
The survey asked people in various age
groups whether they owned IoT home solutions, and whether they participated in what the industry defines as demand-side management programs that their utilities sponsor.
Additionally, the
survey found that even among those who own IoT products, millennials are still the least likely age group to participate in utility programs, with half of the program participation rate of those 30 to
59 years old and nearly a third of those 60 and older.
So much for that expectation.