Consumers who use Internet media are willing to share personal information about themselves with advertisers in exchange for targeted incentives that match their lifestyle, according to IBM’s survey of consumer digital media and entertainment habits.
The survey conducted in the U.S., United Kingdom, Australia, Germany, India and Japan found that consumers prefer advertising supported digital services versus consumer paid services by a ratio of 3 to 1.
Internet media use is growing for social networking, watching videos and applications on mobile phones and PCs—largely at the expense of television, which is declining from its status as the primary media device.
“Advertisers must understand how to reach their target audiences across multiple devices,” said in a statement Dick Anderson, general manager of IBM media and entertainment.
Close to 60% of consumers surveyed are willing to provide personal information. Consumers 45 and younger are typically the least uncomfortable about revealing personal information.
Free music and videos and discounts for stores and travel-related services are among the desirable incentives for consumers willing to share personal information about themselves, such as age, gender, lifestyle and communications preferences.
The survey found that consumers prefer to view advertising associated with videos, before or after the video. Interruptions of videos with advertising are universally disliked, as are product placements within videos.
Consumers who use Internet media are willing to share personal information about themselves with advertisers in exchange for targeted incentives that match their lifestyle, according to IBM’s survey of consumer digital media and entertainment habits.
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