A survey released on the ‘IoT in India – What the consumer knows & wants’ reveals that only 22.5% of the Indian consumers surveyed are familiar with the concept of Internet of Things (IoT). The maximum awareness of this concept is observed in the age group 36-55 that shows immense opportunity for increased adoption. Stating that there is a need to create awareness in India as it is currently at an early adoption stage. This survey was carried out by Reos, a consumer hardware and software brand from Cube26.


A survey among 800 people between the age group of 18-55 was conducted in across 8 cities in India by Access Media. The survey was split evenly among age and gender. The interviews were carried out from August 12, 2016 thru August 24, 2016 in cities of Delhi/NCR, Mumbai, Bangalore, Pune, Chennai, Hyderabad, Kolkata, and Chandigarh.


Due to advancement of Internet penetration, 65% of smartphone users are connected 24*7 of which 97.2% access the Internet from home.


51% of smartphone users are inclined to experience Connected Devices in the future majorly in the Home Automation segment. Speaking of the said segment, it includes Smart Lighting, Smart TV, Smart Fridge, Smart Washing Machine, Smart AC, Smart Thermostat, Smart Fan and Smart Vacuum Cleaner. In this list the most preferred is the Smart Lighting across Male and Female users in the 36-55 age group and age groups 15–25 and 26–35 opted for Smart TVs. Wearables (including Smart Watch, Fitness Bands, Smart Headphones, Smart Clothing) are ranked second in the category expected to witness growth in the future.

With great power, comes great responsibilities and here with growth of connected devices, even the consumers feel that security is one of the major concerns. 60% have cited data security as a key concern for not trying Connected Devices followed by High Prices and not comfortable with new tech at 54% and 20% respectively. While making purchase decisions, 61% of consumers value quality & performance over International brand. Further, 55% in the age group of 25-45 are open to try Indian brands if they are competitively priced and offer better specs whereas 45% in the age group of 15-25 prefer global brands. Before buying, 58% women go by reviews whereas 40% men go by peer recommendation.



Key findings of the survey –

Internet consumption trends in India

  • 65% of people are connected to the Internet 24 hours a day
  • 16.6% people are connected 11-14 hours a day
  • 10% are connected 7-10 hours a day
  • 5% are connected 4-5 hours a day
  • 3% are connected 2-3 hours a day
  • 72% males are connected to the Internet and 57% Females are connected to the Internet all the time

Utility of smartphone

  • 99.99% – Calls and Messages
  • 92% – Utility apps like Calendar, Notes, Alarm, Maps, Mail
  • 88% – Social networking sites
  • 35% – Internet gaming/Gaming apps
  • 88% – Internet browsing

Awareness on Connected Devices

  • 22.5% totally familiar with the concept of Internet of Things
  • Maximum awareness seen in the 36–55 age group
  • 51% inclined to experience Connected Devices in the future
  • 21% own connected devices, 12% – wearables and 9% – home automation devices

Source of information for awareness

  • 30% – Word of mouth
  • 26% – Media and blog


  • 60% – data security
  • 54% – high prices
  • 20% – not comfortable with new tech

Factors affecting purchase decision

  • 61% respondents value quality and performance over brand
  • 55% in 25-45 age group open to trying Indian brands
  • 45% in 15-25 age group prefer International brands
  • 87% people ready to try competitively priced Indian brands offering better specs
  • 58% women go by reviews and 40% men by peer recommendation before buying

Connected devices consumers want in 2017

  • 53.70% – Home automation
  • 34.91% – Wearables
  • 11.39% – Transportation

Commenting on the findings, Mr. Saurav Kumar, CEO & Co-Founder, Cube26 said, “With increased Internet penetration and data usage, the Connected Devices segment is expected to witness huge growth by 2020. With the government’s continued focus on digitization and host of initiatives like Digital India, Start-Up India, Stand-Up India, Smart Cities and Skill India, we will see rapid adoption of the Connected Devices market in India.”