The connected-self category of IoT, which involves fitness bands and smart watches, has enjoyed a doubling in adoption over the past year, but despite this neither device yet boasts penetration into the double figures. Just 9% of UK adults own a fitness band, and only 4% have a smart watch. This is particularly low when compared to smartphone penetration, at 81%.
In the connected home category, the smart thermostat has had the standout performance over the last year: adoption has surged albeit from a mere 2% to a (slightly less mere) 3%. While, ownership of connected home devices has barely changed since last year, the current IoT winner is the category no one talks about, connected entertainment.