The connected user

We asked 20,000 people in 10 countries about their thoughts on connected media and automated purchases. Here’s what we found.

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There’s interest in all age groups, but younger generations will be early IoT adopters.

Appetite also varies greatly by geography.

64% China & Brazil

54% U.S.A.

28% U.K.

From the 10 countries surveyed,

Chinese and Brazilian consumers display the most readiness.

Data underpins smart media recommendations, but users have concerns about sharing it.


Concerned about data collected in the home


Concerned about personal data security


Concerned about fraudsters hacking connected devices

Consumers will need to learn to share again. For now, they’re more willing to share certain types of data than others.

Less comfortable




Payment details




Messages sent to family and friends




Images on phone

More comfortable








Purchase history




Things I do at work

Users want control of and visibility into their downloads. They don’t want their payments to be completely invisible.


Want payment notification


Want to set fixed rules


Must pay with desired payment method

Finding the sweet spot

For media companies in the IoT space, users seem interested in location and purchase history-based recommendations, particularly with 18-34 year olds.

Offering the ability to set rules for devices and pre-purchase notifications will make early adopters more likely to allow automated downloads.

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To dive deeper into how media businesses can prompt early adopters to allow automated purchases, download the full report based on our global consumer study.

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The connected consumer research was conducted by Opinium and examines the viewpoints of over 20,000 consumers across 10 markets on opinions and adoption of IoT (Internet of things) technologies, as well as the barriers and benefits to adoption.

Online interviews were completed by adults located in Australia, Brazil, China, Spain, Singapore, USA, Germany, Sweden, Netherlands, and the UK.


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