Internet of Things Has Big Awareness Gap in Germany - eMarketer

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Internet of Things Has Big Awareness Gap in Germany

Nearly nine out of 10 consumers don’t know what it is

August 28, 2015

Marketers in Germany think the Internet of Things (IoT) will be a big deal, but most consumers in the country still don’t know what it is, according to research. They are interested in potential applications of the technology, though, suggesting some education is in order.

Consumers in Germany Who Are Aware of the Internet of Things (IoT), June 2015 (% of respondents)

June 2015 polling by Deutsche Telekom pegged awareness of the IoT at just 12% of consumers ages 16 and older. That’s striking for a country where 41% of marketers believe the IoT will have a massive impact on them by 2020.

But the marketers may well be right, even if consumers don’t know it yet. When Deutsche Telekom asked respondents whether they were interested in a variety of technologies that would ultimately be delivered by an IoT framework, the answer was frequently yes. A majority of respondents under age 60 wanted to be able to track shipments online, and nearly as many were interested in various smart-home capabilities like being able to turn the lights on and off remotely.

Other popular technologies would allow cars to talk to each other about traffic and inform drivers about parts that need replacement, and adjust home heating automatically depending on whether anyone was there. Smart appliances including refrigerators and washing machines also garnered significant interest.

These results leave little doubt that consumers in Germany are interested in the IoT after all—but education is clearly required about what it entails.

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