CTAM study looks at how the proliferation of connectivity is changing the
way consumers engage with content, information and the world around them
(National Harbor, MD – November 14, 2017) CTAM released today a first-of-its
kind study of the changing behavior, preferences, expectations and aspirations
of the new, connected consumer. The study, conducted by research
consultancy Magid, revealed that smart home technologies, wireless home security
monitoring, customizable experiences and a vast array of ways to access content
are captivating consumers. Recent estimates show Americans will average 50
connected devices in their homes by 2020.
“In response to the exponential growth of internet-enabled experiences, this
research provides the cable, media and entertainment industry with the keys to
delivering what consumers want in a connected world.” said Vicki Lins, president
and CEO, CTAM.
To accomplish the CTAM Connected Consumer study goals, Magid spoke with more
than 100 “Internet of Things” (IoT) early adopter and prospect consumers, across
15 different focus groups and nine in-home ethnographies. The study found that
early adopters are both demanding and forgiving when it comes to Smart Home
technologies; they’re able and eager to figure out customized solutions and
empowered to make these solutions work for them. Similar to early adopters, the
IoT prospects are excited about the potential IoT technologies could offer, but
are cautious due to concerns around reliability, true benefits, cost, privacy
“As consumers become accustomed to everything being one click or voice
command away, they grow frustrated by routine tasks that could be solved more
intelligently. This leads consumers to believe that the more technology delivers
in one part of their life, the more it should simplify the other parts of their
life,” said Jill Rosengard Hill, Executive Vice President, Magid.
Key implications from the study include:
- From the Internet of Things (IoT) to the Internet of
Intelligence (IoI): Time is an incredibly valuable commodity for
consumers, who are looking for solutions that can anticipate
their needs and handle repetitive, everyday tasks. For example,
the integration of Google Calendar and Google Maps apps have
given consumers a taste: calendar events that include a
destination trigger departure alerts that allow users to arrive
on time based on current traffic conditions.
- The best enabler will win: Consumers are wary of
trying new technology, especially when as it becomes more
advanced in its capabilities. The first brand that can ease
those concerns while delivering what they promise will gain
trust, which leads to future business from that consumer.
- A provider who is first to successfully enable
consumer smart solutions will earn their trust: With it still in
its infancy, smart tech is gaining adoption on a
device-by-device and solution-by-solution basis. As with any new
technology, trust is among the most important currency brands
can have with their consumers. They are more likely to stick
with the first brand that gives them what they want and feel
comfortable with, while expecting a high degree of cooperation
and interoperability across devices, platforms and brands.
The full study findings were presented by Magid to the Advanced Video and
Insights + Analytics Councils on November 14, 2017. The full report will be
available to all CTAM members.
An infographic can be found here.
CTAM unites leaders in media, entertainment and technology to enrich consumers'
lives with exciting experiences, from what they watch to how they communicate,
to the way they live and work. Member companies drive collaborative
marketing and communications initiatives so they can achieve greater success by
working together, and ultimately better serve the millions of people they engage
every day. CTAM provides a proven framework that fuels knowledge sharing,
innovation and inspiration -- creating value by aligning members to solve
challenges, adjust to industry dynamics, and adapt to new consumer behaviors.
For over 60 years, Magid has been combining tailor-made research, and a deep
understanding of human behavior, with business strategy to deliver courageous
thinking at the forefront of innovation in the media, entertainment and
communications industries. Magid shows brands how to become an essential part of
consumers’ lives by identifying not just what people want, but what they need.
Learn more at magid.com.
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