Each day, consumers stream movies, shows and podcasts; spend time on their favorite apps; and research potential purchases. Empowered to forge their own digital journeys, they have opportunities to tailor each entertainment selection, brand interaction and purchase decision to their personal preferences.
According to Nielsen, in February 2021 the number of U.S. households with internet-enabled connected TV devices reached 77%, representing 4% growth from the previous year. If you’re an advertiser looking to reach this growing audience in relevant and impactful ways that elevate your brand’s message, it’s important to develop a deeper understanding of this audience.
In an effort to dive deep into understanding connected consumers, Amazon Advertising worked with Ipsos to conduct a study across 3,000 Americans ages 18 to 64 to answer these questions: Who are connected consumers, how do they connect with brands and each other, and how can brands ultimately connect with (and delight) them?
Let’s unpack the first question to help you better understand these connected consumers.
Defining connected consumers
We identify connected consumers as respondents who self-reported that they use a smart media device at least once per month. For the purposes of this study, “smart media devices” include smart TVs, smart speakers, smart displays and streaming devices.
And Amazon connected video customers are a subset of connected consumers who reported watching Amazon’s ad-supported streaming TV content at least once per month. This includes content across IMDb TV, Twitch, live sports on Prime Video, and broadcast apps and Amazon’s News app on Fire TV.
Almost two-thirds (64%) of respondents in our study reported being connected consumers and about one-quarter of connected consumers (27%) reported being Amazon connected video customers.
What life stage are connected consumers in?
The majority in both groups is between the ages of 18-44, with 62% of connected consumers and 67% of Amazon connected video customers falling into this demographic.
These consumer groups have considerable purchasing power. Connected consumers self-reported an average household income of $80,000 and Amazon connected video customers have an average household income of $95,000, compared to the self-reported $71,000 average annual take-home income of general consumers.
Amazon connected video customers are also more likely to own a home (75% of them are homeowners vs. 68% of connected consumers) and be married (60% of them are married vs. 51% of connected consumers). Amazon connected video customers are in a season of life that finds them more likely to make big decisions—ones that will impact and have the potential to accelerate their buying patterns for years to come.
How do connected consumers approach new experiences?
Connected consumers report behaviors and attitudes that reflect a forward-thinking audience, one that is open to new ideas and brands that can find a message that resonates with them.
Connected consumers tend to keep up to date more with the latest trends and technology compared to general consumers. They spend time researching the products and services they buy—and once they find a brand, they often stick to it.
Amazon connected video customers are much like connected consumers in those respects, but more of them consider themselves trendsetters when it comes to trying new products and services. Their penchant to explore the world around them comes with a tendency to amplify positive brand interactions to their peers. They are more likely than connected consumers to share their experiences on social media.
How do connected consumers describe themselves?
Connected consumers self-report personality attributes such as creativity and optimism. Additionally, they consider their racial and/or ethnic cultures important to them and are often interested in cultures other than their own. Their connectedness to the world around them also reflects their greater tendency to think of themselves as responsible.
Perhaps unsurprising, given their use of smart technology, connected consumers are more likely than general consumers to describe themselves as tech-savvy. In addition, connected consumers are more likely to consider themselves curious or open-minded, making them a key group for companies seeking new brand evangelists.
Amazon connected video customers differ from connected consumers in that they are more likely to think of themselves as inspiring, social, playful and even rebellious. They are also more likely to describe themselves as luxurious or glamorous than either of the other two groups surveyed.
How can advertisers begin to reach connected consumers?
The majority of respondents in our study are connected consumers, and a large number of them are Amazon connected video customers. This generation of young adult consumers has spending power and is ready and waiting for brands to reach them.
As an advertiser, it’s important to craft your message across ad solutions with connected consumers in mind. These are forward-thinking trendsetters who are curious, creative, optimistic and open-minded.
This perspective originally appeared on the Amazon Advertising blog.