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Published: July 14, 2016
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New digital data sources are changing the way marketers build campaigns and target audiences. Sensor data from the internet of things (IoT), beacons and wearables enables the collection of information about real-world activities, such as visiting a store. This data can augment digital targeting and lead to more personalized marketing. However, there are risks of getting too personal. The privacy implications are still uncertain, and marketers should pay close attention to developing regulations from the Office of the Privacy Commissioner of Canada.
"Nearly 30% of IT decision-makers polled in Canada this year said they have already planned, piloted or rolled out an IoT solution. An additional 23% were considering such a project."
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IT Decision-Makers in Canada Who Are Interested in Adopting Internet of Things (IoT) Solutions, March 2016 (% of respondents)
Machine-to-Machine (M2M) Mobile Connections* in North America, by Country, 2014-2020 (millions)
The Consumer IoT
Incentives that Internet Users in Select Countries Would Be Comfortable Receiving in Exchange for Sharing Behavioral Information from Their Smart Home, July 2015 (% of respondents)
Turning IoT Data into Targeting Smarts
Location-Based Marketing Topics that Will Be of Interest to Marketing Executives in Canada in 2016 (% of respondents)
Retailers Worldwide that Have Implemented Beacon Technology In-Store, Aug 2015 (% of respondents)
Mobile Technologies Used by Retail Executives/Decision-Makers in Canada, June 2015 (% of respondents)
Location-Based Marketing Technologies Deployed by Marketing Executives in Canada, Jan 2016 (% of respondents)
Wearable Device Shipments in Canada, 2014, 2015 & 2019
Wearable* Ownership Among Consumers in Canada, by Age, Fall 2015 (% of respondents in each group)
Timeframe in Which Wearable Technology Will Be Used as a Common Business Tool According to CIOs in Canada, March 2015 (% of respondents)
Biggest Barriers to Adopting Internet of Things (IoT) Solutions According to IT Decision-Makers in Canada, March 2016 (% of respondents)
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