The Internet of Things, or, the concept that the future of networking is centered on connected products and appliances, has been met with an unexpectedly chilly reception by consumers so far.

A new case study by Nielsen subsidiary Affinnova may provide marketers with the information required to dissect why.

Affinnova’s case study, which saw consumers evaluate more than four million product concept variations and name their desired functions, states that consumers harbor a lack of understanding about the pros and cons of so-called “smart” products.

Fifty-seven percent of consumers surveyed by Affinnova agreed that the Internet of Things would be “just as revolutionary as the smartphone”, but a staggering 92 percent professed a lack of knowledge about smart objects’ benefits other than to say they’d “know it when they see it.”

Privacy is another major concern for would-be Internet of Things adoptees. Affinnova says consumers are worried about the security of personal data collected by web-enabled smart objects; 41 percent surveyed worry those smart objects could go so far as to take certain actions they didn’t agree to, possibly compromising their safety or security as a result.

One silver lining for smart object marketers and proponents: Affinnova’s case study found that consumers see the Internet of Things as an inevitability, regardless of their concerns. Fifty-eight percent surveyed said “people will wonder how we ever lived without [smart objects]” in just two decades’ time.

Inevitably or otherwise, it would be wise for manufacturers and marketers to work to address concerns with smart objects now to prevent a massive backlash down the road.

“As the Internet of Things continues to find its place in the mainstream consumer market,” a second study by consulting firm Aquity concluded, “brands need to vet their ideas carefully amongst consumers and explore a broad range of options.”