Rapt Media Survey Reveals Personalization Drives Content Discovery

May 19, 2016

According to The Future of Content: Rethinking Content Consumption, a national survey report, consumers want to discover digital content on their own and are skeptical of brands pushing online ads through interruptive channels. Rapt Media, a provider of 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 decisions

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.