Sensor Data in Canada: How Marketers Can Tap the Internet of Things for More Precise Audience Targeting - eMarketer

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Sensor Data in Canada: How Marketers Can Tap the Internet of Things for More Precise Audience Targeting

eMarketer Report

By: eMarketer

Published: July 14, 2016

Jump to: Executive Summary | Table of Contents | List of Charts

Executive Summary

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.

  • The buildout of IoT in Canada continues apace. Led by investment by industry, the compound annual growth rate (CAGR) in sensor connections will be more than 30% through 2018. This increasingly dense mesh of sensors is creating a data platform that marketers can use to improve how they target in digital channels.
  • Particularly in retail and entertainment, beacons are becoming a pillar for location-based marketing. Only about 10% of retailers in Canada have installed beacons in-store, but that is increasing as beacons become a primary source in consumer data collection.
  • Wearable device shipments in Canada will more than double by 2019. About one in 10 adults in the country currently own a wearable. For marketers, this fact isn’t about the capability of promotion through these devices. Rather, the value is in the personal data they communicate, which can provide valuable context for brand communications.
  • Privacy must be considered carefully when collecting sensor data and using it for audience targeting. Meaningful consent is harder to pin down in the sensor world, where consumer understanding of what personal data is collected is lacking.

"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."

Table of Contents

The IoT in Canada

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Beacons

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Wearables

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The Privacy Predicament

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11 charts are included in the full report:

Sensor Data in Canada: How Marketers Can Tap the Internet of Things for More Precise Audience Targeting

IT Decision-Makers in Canada Who Are Interested in Adopting Internet of Things (IoT) Solutions, March 2016 (% of respondents)

The IoT in Canada

Machine-to-Machine (M2M) Mobile Connections* in North America, by Country, 2014-2020 (millions)

IT Decision-Makers in Canada Who Are Interested in Adopting Internet of Things (IoT) Solutions, March 2016 (% of respondents)

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)

Beacons

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)

Wearables

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)

The Privacy Predicament

Biggest Barriers to Adopting Internet of Things (IoT) Solutions According to IT Decision-Makers in Canada, March 2016 (% of respondents)