More Americans are spending time with advertisement-supported streaming TV services, and they’re hoping the exposure to commercial campaigns helps them figure out what to buy for their friends and family members during the holiday shopping season, according to a survey released this month.
The survey, conducted by LG Ad Solutions, said 91 percent of consumers are hoping ad campaigns on streaming TV platforms will offer them a promotion or deal on an item or service that they plan to buy during the holiday shopping season, and 71 percent appreciate it when connected TV platforms and integrated advertising makes it easier for them to purchase an item.
The average American adult spends slightly more than two hours per day watching streaming content, LG says, which gives marketers plenty of time to get their campaigns in front of consumers heading into the holiday season.
Thirty-six percent of streamers who are exposed to an ad on connected TV will use the web to research a potential gift after seeing a commercial, according to LG. Forty-two percent of survey participants say they’ll visit a brand’s website directly to learn more information about a good or service, while 34 percent of streamers will head to a retailer’s website for more information.
The retailers that stand to benefit the most are Amazon, Walmart and Target, according to LG, with most connected TV users saying they plan to spend their money at one or more of those Big Three retailers.
What items are at the top of a streamer’s shopping list? Clothing and apparel ranks as the top product category with 64 percent, followed by gift cards at 62 percent and toys, video games and other media at 54 percent, according to LG.
It isn’t just the holiday shopping season when streamers and stores will be busy: Around 65 percent of those surveyed say they anticipate having to make at least one post-holiday return to a store, with parents more likely than non-parents to return a gift.
