Media Alert: Connected Device Ownership Is on the Rise, Along With Consumer Willingness to Trade Data for More Targeted Ads, ...
April 13 2016 - 8:00AM
Business Wire
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.
For more details on how Rocket Fuel employs its Moment Scoring
technology to determine the likelihood a consumer will engage in a
desired marketing action across channels, devices, and objectives,
please visit: http://rocketfuel.com/how-it-works/.
About Rocket Fuel
A leading Programmatic Marketing Platform provider, Rocket Fuel
Inc. (NASDAQ: FUEL) offers brands, agencies, and platform partners
managed services, as well as a SaaS-based Data Management Platform
(DMP) and Demand Side Platform (DSP), to optimize performance,
awareness, and lift across marketing objectives, channels and
devices. By applying artificial intelligence at big data scale,
Rocket Fuel’s Moment Scoring™ technology performs a real-time
calculation of each ad opportunity based on a marketer’s goal to
determine the likelihood a consumer will engage in a desired
action. Moment Scoring technology is designed to go beyond 1:1
marketing by learning to predict what marketing actions to take
with a campaign at a precise moment in time, which results in a
much more efficient use of marketing dollars. Rocket Fuel serves
more than 75 of the Ad Age 100, three of the top five agency
holding company trading desks, and partners with some of the
world’s leading CRM platforms, marketing platforms and systems
integrators. Headquartered in Redwood City, California, Rocket Fuel
has over 20 offices worldwide.
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version on businesswire.com: http://www.businesswire.com/news/home/20160413005559/en/
Rocket Fuel Inc.Kristin Holloway,
650-481-6178pr@rocketfuel.com
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