Since smartphones have become the norm in the UK (61% of UK adults owned one in Q1 2014*) there has been a rise in interest in the idea of the Internet of Things.

1. 1Produced by Impact Research, in strict confidence
Pursue, Discover,
Act
Spring 2015
CONNECTED DEVICES
QUCK POLL

2. 2Produced by Impact Research, in strict confidence
WHY ARE WE LOOKING AT APP-CONNECTED DEVICES?
“The Internet of Things”
Since smartphones have become the norm in the
UK (61% of UK adults owned one in Q1 2014*) there
has been a rise in interest in the idea of the Internet
of Things.
From devices as practical as the heating system to the
more trivial ‘smart toys’, much exists already in the
market that can be controlled remotely by an app. The
phenomenon is just taking off with creators running with
this idea that everything, and anything could be
controlled by an app.
This market is in it’s infancy. We want to explore
consumers’ early reactions and how the market can in
turn respond.
+ Is the excitement surrounding this novel way of
controlling our personal world resonating with UK
consumers?
+ To what extent are UK consumers even aware of the
market?
+ How far has the Internet of Things penetrated into
the UK market?
*OfCom 2014 <http://media.ofcom.org.uk/facts/>

3. 3Produced by Impact Research, in strict confidence
WHAT? WHEN? WHO?
What?
We conducted an online survey to find out respondents’ awareness & usage of app-connected household
devices.
When?
Data was collected in Spring 2015
Who?
UK Nationally Representative sample
46% 54%
32%39%30%
18-34 35-55 55+
42%
58%
ABC1
C2DE
North & Scotland 40%
Midlands & Wales 17%
South 43%

4. 4Produced by Impact Research, in strict confidence
SUMMARY
Despite high awareness
throughout the UK, few are
investing in these devices
+ App-connected devices are widely known throughout the UK with 85% of the
nationally representative sample aware of at least 1 app.
+ However, only around a third of those aware are currently using these apps with
the high ticket apps being used less frequently
Whilst the public recognise
the benefits of certain
apps, this has failed to
incentivise purchase
+ There is little correlation between the relative importance rating of app-connected
devices and their usage, perhaps because the most important apps are also more
expensive
Companies need to do
more to convince the UK
of the value of purchasing
devices to household
devices
+ When asked which one home device you would most like to control, most of the
sample suggested every-day appliances
+ The sample recognised the value of being able to control apps such as these, but
the lack of correlation between perceived importance of an app and usage means
that companies need to do more to convince the public of the value of investing

5. 5Produced by Impact Research, in strict confidence
85%are aware of app-connected devices

6. 6Produced by Impact Research, in strict confidence
2. TV RECORDING
HOW AWARE ARE WE OF APP-CONNECTED DEVICES?
The vast majority of people in the UK appear to be aware of app-connected devices of various price brackets. More
than half the population were aware of apps to control heating, TV recording and alarm systems.
3. ALARM SYSTEM
1. HEATING
10. PLUG-IN PEST CONTROL
awarenessranking
Q1 Which of the following app connected devices in your home have you heard of?; Q2 Which of the following app connected
devices in your home do you currently use? n=212
62%
58%
54%
16%

7. 7Produced by Impact Research, in strict confidence
ONLY 31% USE APPS
TO CONTROL THEIR
WORLD

8. 8Produced by Impact Research, in strict confidence
APP USAGE
Despite high levels of awareness, people in the UK with smartphones are not investing in these devices. Those
that are the most popular are the more economically accessible apps which control TV recording and plug-in
fragrances.
37%
of those aware use app-
connected device(s)
63%
of those aware do not use app-connected devices
Top 3 app-connected devices amongst those who use Type of phone owned by those who are aware, but do not
use app-connected devices
TV RECORDING APPS
23%
PLUG-IN FRAGRANCE
APPS
11%
HOME APPLIANCE
APPS
9%
SMARTPHONE
OWNERS
98%
STANDARD PHONE
OWNERS
2%
Q2 Which of the following app connected devices in your home do you currently use? n=180

9. 9Produced by Impact Research, in strict confidence
THE IMPORTANCE OF BEING ‘CONNECTED’?
As with awareness, the relative importance of an app-connected device is failing to encourage purchase. Whilst
the benefits of apps such as alarm systems are acknowledged by the public, it is not a key driver of purchase
Low cost plug-in fragrance devices
were considered unimportant but
had high levels of usage whereas
the more expensive security
cameras, deemed important had
low usage levels.
usage
importance
% of those surveyed that ranked these app-connected devices in their top 3 most important apps
% of those surveyed that had used these app-connected devices
0%
10%
20%
30%
40%
50%
60%
Top 3 Importance rating Usage
Q3 Which of the following app connected devices in your home do you feel are most important to control?; Q2 Which of the following
app connected devices in your home do you currently use? n=212

10. 10Produced by Impact Research, in strict confidence
If you could control any device in your
home from your phone….

11. 11Produced by Impact Research, in strict confidence
DEMAND FOR OTHER APP-CONTROLLED DEVICE IN THE MARKET
Other than the app-connected devices already discussed, spontaneous crowdsourcing demonstrated that the
public was interested in controlling certain practical every-day elements of their household.
Q4 If could you control any device in your home via a smartphone app , what would this be? n= 212

12. 12Produced by Impact Research, in strict confidence
WHAT DOES THE FUTURE HOLD FOR APP-CONNECTED DEVICES?
The next few years will see the market for app-connected devices explode with a variety of esoteric apps already in
development
Companies should capitalise on the existing high awareness and interest in app-connected devices when
developing future products
It is only a matter of time before awareness gives way into high usage levels. App developers need to convince UK
consumers of the value of purchasing these devices to speed the process along

13. 13Produced by Impact Research, in strict confidence
Pursue, Discover,
Act
Mina Odavic
Business and Development Manager
Email: mina.odavic@impactmr.com
Office: +44 (0) 1932 226793
Address: Impact Research Ltd, 3 The Quintet, Churchfield Road, Walton-on-Thames, KT12 2TZ, United Kingdom
Thank you!