Are Millennials Ready for the Internet of Things?

Are Millennials Ready for the Internet of Things?

Belem Barbosa (University of Aveiro, Portugal), Sandra Filipe (University of Aveiro, Portugal), Claudia Amaral Santos (University of Aveiro, Portugal) and Dora Simões (University of Aveiro, Portugal)
Copyright: © 2019 |Pages: 22
DOI: 10.4018/978-1-5225-5763-0.ch011

Abstract

A lot has been said about the digital natives and their natural way of integrating the internet in their daily activities. Millennials have been considered a unique segment of consumers by researchers and practitioners alike, due to their ability and propensity to adopt and adapt new media to their daily routine. Although it is expectable that they are particularly keen on embracing IoT, extant literature is scarce on their views on the adoption of IoT to their home, work, and leisure activities. In this chapter, the authors analyze the potential of the millennial segment to IoT products and services. Results of a qualitative study with Portuguese consumers are included and provide interesting cues to marketers working with IoT offers.
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Background

Studies on new media have dominated the end of the 20th and the beginning of the 21st Centuries. One impressive aspect was the technological change, which was fast (Lister, Dovey, Giddings, Grant, & Kelly, 2009; Wilson & Peterson, 2002) yet incremental (Lievrouw, 2004), and the essential role of users to the application and reinvention of technology by adapting it to their daily activities (Baym, 2006; Campbell, 2005; Lievrouw & Livingstone, 2006; Yadav & Varadarajan, 2005). Considering Lievrouw and Livingstone´s (2006) definition of new media comprising (i) artefacts and devices (ii) activities and practices, and (iii) organizational and social arrangements, IoT clearly fits in such concept, thus much that has been learned so far about consumer behavior in new media contexts is expected to apply to IoT. Moreover, new media were from the start associated to new experiences, new ways of representing the world, new relations between consumers, and new ways of organizing and producing (Lister et al., 2009), which clearly illustrates the added value of IoT for consumers and organizations.

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