Awareness, Perception and use of Internet of Things Amongst Advertising Practitioners in Lagos, Nigeria

The introduction of new technologies has revolutionaries human activities and this has drastically changed the way we do things. In an attempt to provide the basis to underscore the above statement in advertising business, this study investigated the awareness, perception and use of Internet of Things among advertising practitioners in Lagos. The following objectives guided the study: to ascertain the level of awareness of Internet of Things among advertising practitioners; to find out their perception of Internet of Things and to determine the frequency of usage of Internet of Things among advertising practitioners in Lagos. The technology determinism theory and the uses and gratifications theory were the theoretical foundations upon which this study was anchored. The descriptive survey was the research design used in the study to gather data from 122 respondents with the questionnaire as the instrument for the study. The data collected were analyzed using descriptive statistics and chi-square cross-tabulation with a focus on the Pearson Chi-square Cramer’s V (as P value) which is set at 0.05 levels of significance. The findings from the study revealed that most of the male respondents between the ages of 26 – 35 years who were currently in their tertiary level of education are aware of the Internet of Things. Further findings revealed that there was high level of positive perception and assessment of the technology while the frequency of usage of the Internet of Things was found more among respondents between the ages of 25 – 35 years. The findings from the hypothesis result corroborated this as demographic variables were found not to significantly affect awareness and frequency of usage of Internet of Things. However, the researcher believes that other variables like one’s need of a technology and its ease of use (as found in literature) can affect how often one uses a given technology.