Consumers’ Ability to Discover Meaningful Content Influences Purchase
Decisions and Brand Loyalty
BOULDER, Colo.–(BUSINESS WIRE)–#FutureOfContent–According to The
Future of Content: Rethinking Content Consumption, a national survey
report released today, consumers want to discover digital content on
their own and are skeptical of brands pushing online ads through
Media, a leader in groundbreaking interactive video technology,
recently surveyed an audience of more than 1,000 consumers to understand
how content discovery is driving the content personalization trend.
Insights reveal consumers want personalized content experiences that are
meaningful, helpful and valuable to their specific needs and interests.
But equally important is their empowerment in discovering it on their
own. The younger millennial generation is especially mistrusting of
brands pushing interruptive online ads.
Key findings from the survey include:
- 95% take action to avoid seeing or receiving online ads
- 5% say ads influence their purchase decisions
- 57% of millennials block ad content because it is too pushy
43% say online ads are not personalized to their interests, but 62%
say the content they discover on their own is personalized
61% say that even if content is customized, they still prefer to find
it on their own
46% say content they find on their own influences their purchase
“Although programmatic push messaging is a form of implicit
personalization, it is perceived by consumers as irrelevant and
inauthentic,” said Erika Trautman, founder and CEO of Rapt Media.
“Explicit content personalization through choice and discovery builds
trust, increases engagement, and delivers a truly valuable experience
starting at the point of creation. Millennials, in particular, are
embracing the value of content discovery, forcing marketers to rethink
the way content is created, distributed and consumed.”
Empowered by social media and increased mobile connectivity, consumers
now have more control over how they engage with brands. Rapt Media’s
survey findings confirm that consumers have come to expect content
personalization along with the opportunity to shape their own experience.
“The only way to compete in an increasingly crowded market is by
providing valuable content for consumers to discover on their own and
building relationships through interaction and engagement,” added
Future of Content: Rethinking Content Consumption survey report to
understand how content discovery is driving purchases, trust and loyalty
About Rapt Media
Media has created the only interactive storytelling tech combining
personalized narrative with unparalleled data integration. Our HTML5,
mobile-native video platform gives you the power to intrigue, turning
viewers into participants and engagement into real insights. Welcome to
the future of video.
104 West for Rapt Media
Emily Walsh, 720-407-6064