One-fourth of Millennials Use Mobile Phone To Research Purchases

With rapid changes in consumer shopping and TV-viewing habits, advertisers need to develop innovative ways to monetize the connected, multiscreen consumer experience, says international research firm Parks Associates. The firm reports consumer comfort with personalized advertisements is increasing, with 45% of U.S. broadband households comfortable seeing ads based on their TV-viewing habits and product/service preferences.

The firm's new report Advertising Strategies on Connected TVs recommends advertisers start to expand their personalized ad campaigns to include new companion devices such as the iPad.

“Second-screen synergies are important to connected-TV developments as these extensions enhance interactivity and draw consumers closer to the brand," said Heather Way, Research Analyst, Parks Associates. "Tablets and smartphones are changing the TV-viewing experience while also becoming natural extensions to shopping-and-buying behaviors. Already one in four Millennials regularly uses a mobile phone to research products or services prior to purchase, and there are multiple apps for Android and other smartphones consumers used during Black Friday to find the best deals, even getting mobile-only offers while waiting in line."

Almost one-third of U.S. tablets owners are searching for show-related information while watching TV. Nearly 50% of smartphone owners rely on apps for daily information and entertainment purposes, and 55% of U.S. broadband households want the ability to scan product barcodes for price and promotional information on their next mobile phones.

Companies must account for these rapid changes in shopping and TV-viewing habits. Among the early ventures in this market, Honda, Starbucks, Paramount Pictures, Procter & Gamble, Progressive Insurance, and NBCUniversal are all experimenting with the Shazam TV app, which allows viewers to identify a TV program or advertisement through "audio fingerprint" technology. Invidi has developed a TV-tagging system, dubbed SnapPing, which lets viewers identify content and ads using an iPhone, iPad, or Android-powered smartphone. Second Screen Networks recently ran a cross-platform ad campaign with USA Network and Ford, with results showing 23% of users interacted with the second-screen ad.

Advertising Strategies on Connected TVs assesses the U.S. connected-TV advertising market. The report evaluates the main connected-TV advertising business segments, assesses device usage, reviews advertising strategies, and examines the revenue potential for the emerging ad medium. The study concludes with a presentation of the strategic opportunities and market challenges for industry investors.

For more information, visit www.parksassociates.com or contact [email protected], 972-490-1113.

About Parks Associates: Parks Associates, a woman-founded and certified business, is an internationally recognized market research and consulting company specializing in emerging consumer technology products and services. Founded in 1986, Parks Associates provides business intelligence and research services through its proprietary methodologies developed over decades, including quarterly surveys of 10,000 internet households.

The company's expertise crosses many industries: home security and smart home, streaming video, broadband and pay-TV services, digital media and platforms, gaming, Wi-Fi and home networks, connected health, support, consumer electronics, home control systems, energy management, and tech solutions for the multi-dwelling (MDU), small-to-medium business (SMB), and commercial building markets.

Each year, Parks Associates brings thousands of leaders together for its webinars and annual events. The firm hosts the annual executive research and strategy conferences CONNECTIONS™, Connected Health Summit, Smart Energy Summit, Smart Spaces, and Future of Video. https://www.parksassociates.com
 

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