Media Alert: Connected Device Ownership Is on the Rise, Along With Consumer Willingness to Trade Data for More Targeted Ads, According to New Rocket Fuel Report

REDWOOD CITY, Calif.--(BUSINESS WIRE)--

Rocket Fuel 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. 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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