Connected Device Ownership Is on the Rise, Along With Consumer Willingness to Trade Data for More Targeted Ads, According to New Rocket Fuel Report
A new study released today reveals that connected device ownership is rising and especially Millennial owners are more willing to share non-security and non-financial app information to receive more targeted advertising
Rocket Fuel (NASDAQ: FUEL), a leading Programmatic Marketing Platform provider, today announced the release of an interactive Internet Of Things Infographic which highlights consumer connected device ownership, usage and attitudes. Insights are based on a Rocket Fuel consumer survey conducted in December 2015 with 502 consumers about which devices they own, which they plan to buy, and how they’ll use those devices on a daily basis.
“As the number of devices each consumer uses continues to expand, reaching a consumer on the right device -- and not every device -- will be increasingly critical to influencing consumer behavior,” said Robert Jones, Director of Research and Insights, Rocket Fuel. “Every device a consumer adds to their personal network of connected devices creates new opportunities to better score each moment of influence for reaching that person - and ensure that the advertising messages they receive are positively received and valuable to them.”
Key takeaways of the report include:
- Adult millennials (25-34) own the most devices at over 8 devices each on average. Adult millennials are more likely to own entertainment devices than respondents ages 18-24 and 35-44. Connected home device adoption appears to be higher among those age 35-44, and wanes substantially among older respondents.
- Consumers are willing to share entertainment and wearables data to receive more targeted advertising. Respondents were asked how comfortable they’d be with specific types of anonymous device data being used to make decisions for ad serving. Respondents were relatively comfortable sharing data from multimedia and entertainment devices, as well as wearables, but far less comfortable sharing data from connected home security devices and financial apps. Generally, just over half (58 percent) of respondents reported either being comfortable or neutral with wearable anonymous data being shared for advertising purposes.
- Nearly one fifth (18 percent) of respondents plan to purchase a tablet, smart TV, or gaming console in the next 6 months.The most popular planned purchases were tablets (Windows Surface and iPad), smart TVs, and gaming consoles (PlayStation 4 and Xbox One) -- each of which was a planned purchase among at least 10 percent of respondents. The Apple Watch led the field in planned purchases for wearables (10 percent) and the Nest Learning Thermostat was the most popular planned purchase among connected home devices (7 percent).
- Available impressions on mobile devices eclipsed desktop in the real-time bidding (RTB) space. Growth in mobile impressions is reflected in the survey respondents, as only 87 percent owned a desktop or laptop PC, with ownership totals highest among those ages 55+ (94 percent). More than half (58 percent) of respondents own a tablet, with Android tablets the most common (27 percent). Just over one third (36 percent) of owners having purchased/received their tablets in the past 6 months.
Source: BusinessWire
