A lot of businesses and marketers spend a lot of time developing strategies around the Internet of Things (IoT). But guess what?
Recent research from the Acquity Group shows most consumers are clueless about the IoT — and companies and brands may be putting the cart before the horse by trying to sell smart technologies to consumers.
In fact, the research shows ignorance about the IoT is the biggest barrier to adoption. A stunning 87 percent of the people surveyed don’t know what it is — and consequently can’t see any value in it.