Telecom Analytics – IoT: The Real Data (Finally)

At ShareTracker, we have two passions, telecom and analytics, which makes us a reference in all segments of the quantitative telecom market research in the US. Over the years our passion has pushed us to provide unique products to the industry such as very granular mobile and broadband market share reporting called Flowshare, or detailed telecom appends for businesses used by all major telecom service providers. Now it is bringing us to better capture the actual trends of IoT usage within US consumers.

In a way, few industries appear more mysterious, more nebulous than IoT. What does it include, what does it not include depends on whom you will ask within the industry, but it is a common understanding that almost every residential IoT network will at least have one Wi-Fi capable component, just because it has to be controlled by a smartphone or a traditional screen. Our market research project, called WioT for WiFi IoT, captures exactly that. Every quarter, it spans across the same routes within 16 largest US cities, and captures millions of device information, totaling fifteen thousand miles of fascinating data that is rapidly evolving.

We can see how the 1,400 brands that we have identified are distributed within certain areas, or household types within the US population. We see how Apple is no longer the number one brand in some portions of America. Through an unmatched set of mapping rules we also break the IoT devices into families ( routers, traditional screens like tablets or PCs or cell phones, security, smart home, video, audio ) and capture the size of their relative populations. We can see how those populations increase or decrease over time relative to the total volume of devices, how they vary from one city to another.

We also see how many brands are present within a specific family of devices, relative to the size of that population. At ShareTracker we call this brand diversity. For instance, the brand diversity is very different among routers and cell phones than it is among security systems or smart home networks, because the security and smart home ecosystems are more dynamic and less mature than the routers or cell phones segments of the industry. We also see in which direction the IoT entropy is going, whether smart refrigerators are really taking off or whether people use video streaming more than smart TVs.

If you are interested in the reality of Wi-Fi based residential IoT and need to know which types of IoT products US consumers use today based on real data, please contact us at

Chief Technology Officer, ShareTracker