A study by Mindshare and UK Internet of Things agency SharpEnd found that most consumers wanted everyday objects and packaging to be connected to the internet.
Mindshare and SharpEnd built 10 connected product and packaging prototypes and tested them in five households over two weeks.
They also surveyed 1000 UK smartphone users about the Internet of Things and connected packaging.
The research project, called Everyday Connects, revealed:
• 64% of UK consumers are interested in everyday objects being connected to the internet
• Connected packaging that delivers extra consumer value is most appealing
• 62% like a product which alerts you or reorders itself when about to run out
• 58% like the idea of a product reminding you when it's about to reach its expiry date
• Product packaging has the potential to become an adaptable digital touchpoint – over 50% are interested in scanning packaging to learn more about the provenance of fresh produce
• Consumers are willing to passively share purchase and usage data on everyday items – 62% agree that connected products can collect data if they get something of value in return
• Household products companies could move towards subscription relationships with consumers
• 39% agree that ‘I would consider a service contract with a brand where it automatically reorders and delivers products for me'
• But consumers are wary of giving away too much control to products capable of communicating to them directly or acting independently
• 76% agree that ‘If all household products are internet connected, I need to be in control of which can interact with me and in what circumstances’
• There will be a need for a central aggregator to manage all connected products'
• 35% agree they would like a virtual assistant to manage interactions with products.
