The Internet of Things (IoT) is one of the next big areas major technology companies are looking for growth in, and while consumers are very interested in smart tech, they’re also understandably worried about some aspects of it. After all, the IoT is expected to make life simpler by improving convenience, but it comes at a price.

The Internet of Things and Big Data

Argus Insights released a report titled “The State of the Internet of Things: What’s Leading Market Conversation” this morning. The firm analyzed 2.3 million Twitter mentions between January and April 10 and compiled data on the major topics and concerns about this new form of technology. It found tht Big Data leads in terms of mindshare about the IoT and is far ahead of overall discussions about wearables, the cloud, smart home tech, smart cities, and other related topics.

Internet Of Things

Big Data is a natural byproduct of the Internet of Things because every connected device collects “vast amounts of data,” explained Argus. Because of this, the firm states that it makes sense for this topic to lead the discussions about the Internet of Things. Argus found that a Fortune article was widely shared and spurred a lot of conversation about this aspect of the IoT and how much data about individuals will be collected.

Consumers worried about security

Security was the biggest concern, garnering many more Twitter mentions than privacy concerns, the firm found.

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Argus Insights found that an Ars Technica article led the conversation with a discussion about how is it is to hack cameras using Real Time Streaming Protocol because they lack authentication. The article understandably struck a chord with consumers because a security researcher explained that websites crawl the Internet randomly looking for IP addresses that have open ports. Such websites create feeds of everything from sleeping babies and school rooms to empty kitchens and make them available for anyone to view.

Consumers wary of Google, Amazon

Although consumers aren’t necessarily worried about the Internet of Things taking over their homes through smart devices, they are worried about the companies that make these devices pooling and storing their data. Argus Insights reports that Intel leads in terms of mindshare in the IoT “brand conversation,” as it has gained attention for its many projects and initiatives. The chip maker recently announced its Internet of Things Standard in a partnership with Microsoft and Qualcomm, which boosted its mindshare.

Cisco Systems also received attention when it acquired Jasper Technologies, a startup with expertise in the Internet of Things, in late January. Alphabet (or Google) is being watched for the reports about it supposedly developing Brillo into an IoT operating system. Google-owned Nest also holds mindshare for its Smart Thermostats, Detectors and Cameras, and Amazon has been gaining in mindshare since its Echo speaker/ hub was released as a “viable controller,” said Argus.

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Interestingly, the firm also explained that talk about specific brands accounted for less than 10% of the overall social discussion about the Internet of Things, which indicates that consumers are more interested in how and where to use the technology rather than which big names are doing it.

All graphs in this article are shared courtesy Argus Insights.