Internet Users in Germany Hesitant About the Internet of Things - eMarketer

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Internet Users in Germany Hesitant About the Internet of Things

Users are worried about pricing and security

July 15, 2016 | Media

While buzz continues to build around the internet of things (IoT), both in the US and abroad, internet users in Germany are still discovering quite a few barriers to making devices connected to the IoT. Over half of those surveyed by Accenture in November 2015 said they find IoT devices too expensive to purchase.

Barriers to Purchasing Internet of Things (IoT) Devices and Services According to Internet Users in Germany, Nov 2015 (% of respondents)

About 40% are also concerned about buying devices plugged into the IoT for security reasons, with another 35% concerned, specifically, with data protection—which makes it clear that for larger engagement with the IoT, the industry will have to demonstrate that they can protect data and information from those on other IoT devices.

But about one in three surveyed also simply don’t see a point: 30% don’t find any added value in purchasing an IoT device.

A month earlier, in October 2015, GfK also found that the cost of purchase (42%) and concerns about personal privacy (35%) were the two biggest barriers to adopting smart-home technologies in Germany. And in that survey, 29% said they did not have sufficient knowledge of products to make them worth buying—again echoing the Accenture research.

Internet of Things (IoT) Devices that Internet Users in Germany Own vs. Intend to Purchase*, Nov 2015 (% of respondents)

And the Accenture survey suggests that the needle won’t be moving much in the near future, either. Fitness monitors were the most commonly owned IoT device among respondents, at 13%. Just 12% said they plan to purchase one—meaning that by the end of this year, about one in four internet users in the country will have an IoT device. Or take a smart-home thermostat: 7% already own one, 8% plan to purchase one.

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