Consumers want to discover digital content on their own—and are skeptical of brands pushing online ads through interruptive channels, according to new research from interactive video technology firm Rapt Media. The firm this week released The Future of Content: Rethinking Content Consumption, based on a national survey 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 decisions
“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, in a news release. “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 Trautman.
Source: Business Wire; edited by Richard Carufel