New Parks Associates consumer research finds connected devices score high rates of ad recall and response among users, with one-third of U.S. tablet owners and 40% of U.S. smartphone owners recalling an in-app ad shown on their device.

“Over 50% of U.S. broadband households now own at least one Internet-enabled CE device, and tablet ownership grew by 146% in the first three quarters of 2012,” says Heather Way, senior research analyst at Parks Associates.

“These devices offer a significant opportunity, in an increasingly fragmented media environment, for advertisers to form and maintain meaningful connections with consumers.”

Parks Associates data:

51% of U.S. broadband households own at least one Internet-enabled CE device.

25% of U.S. broadband households own a smart TV set.

Smart TV and connected game console in-app ad awareness is low compared to smartphone and tablet ads, but these users are more likely to respond. One-fourth of smart TV users recall an in-app ad and 84% responded. One-fifth of connected game console app users recall an in-app ad and 72% responded.

“Consumers of all segments are turning to digital devices for media content, and younger audiences, consumers under 34 years old, are maturing,” Way said. “Stakeholders need to adjust their content discovery and monetization strategies so that they have a strong brand presence on these new platforms.”

From the article, "Ad recall rates 40 percent on smartphones, 33 percent on tablets."

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