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TV streaming audiences tend to be tech buyers. The same viewers who turn to Roku for a better TV experience skew ahead of the curve when it comes to other consumer electronics and tech devices.
A study from Roku and Lucid confirms that streamers are the perfect audience for tech brands.¹ TV streaming ads outperform other channels in helping tech and consumer electronics brands reach tech-savvy, early adopters during every stage of the path to purchase.
Streamers are tech customers
The study shows that Roku streamers use more tech products on average than non-Roku streamers. These tech devices range from smartphones and laptops to wearables.
And streaming audiences enjoy getting their hands on the latest gadgets. Fifty-five percent of all respondents say they like to discover new tech before others. Not surprisingly, 18–34-year-olds indexed even higher on this response, with sixty-three percent eager to be the first with access to products. Seventy-four percent of viewers tell us they like to give tech devices as gifts.
For streamers, this isn’t just about consumer preferences. It’s part of how they see themselves. More than half of Roku users say their friends would describe them as “tech-savvy.”
Full funnel results with TV streaming
TV streaming offers a unique opportunity to combine the reach of traditional TV advertising with the precision and performance of digital media and social channels. This allows marketers to nurture audiences through every step of the buyer’s journey, from discovery to purchase. For consumer electronic buyers, it’s clear that TV streaming represents a key touchpoint at all stages of the funnel.
Awareness
Forty-three percent of Roku streamers say they discovered a new tech product or brand after seeing an ad on Roku. TV ads ranked higher than social media, online reviews, and mobile ads as a way to discover tech products. Roku streamers are twenty-five percent more likely than non-Roku streamers to say that streaming ads helped them discover a new tech product or brand.
Pro tip: Use Brand Experiences to drive awareness with channel guides, curated content, and more.
Consideration
The buyer’s journey for tech products and consumer electronics tends to involve a lot of research. Consumer electronics are often high-consideration items, and consumers like to read up on technical specs — like battery life and data storage capacity — before making a purchase.
For 55% of Roku streamers, their research started after seeing a streaming ad. More than one-in-four Roku streamers say a streaming ad convinced them to switch from one tech product or brand to another.
Pro tip: Streaming audiences are receptive to special offers, such as discount codes for free content. Consider adding one to your ad.
Action
TV streaming ads have a critical influence on the final and most important stage in the buyer’s journey: The purchase.
Thirty-five percent of Roku streamers made a purchase after seeing a tech product or brand advertised on Roku. Many Roku streamers say they would buy directly from their TV if the option existed.
Pro tip: Use QR codes and other interactive features, and stay tuned for the latest developments in T-commerce and shoppable ads. Learn how Roku and Walmart are building commerce for TV streaming.
A better ad experience for streamers and advertisers
Roku is helping tech and consumer electronics advertisers connect with streaming audiences at every stage of the buyer’s journey. Streaming ads help customers discover new tech products and ultimately make a purchase.
With streaming ads, tech brands can offer a better ad experience, meeting these viewers in their favorite place to be: ahead of the curve.
¹ Roku + Lucid Technology Survey, Q4 of 2021. Sample size, 2,800+ streamers (on Roku and non-Roku devices)
Methodology and Demographics: Survey conducted with Lucid; 10-minute online survey | October 4, 2021 to October 11, 2021; Overall sample size of 2,819 TV streamers (1,813 Roku streamers and 1,006 Non-Roku streamers)
