News by Topic
- Search Marketing
- Email Marketing
- Loyalty Marketing
- Mobile Marketing
- Social Marketing
- Viral Marketing
- Trends & Ideas
- Internet Marketing 101
Two audiences for iSTB marketing revealed
Marketers of Internet set-top boxes and those in related industries are currently marketing to too young an age group. New research by The Diffusion Group has revealed two main target audiences - early-Millennials and late-Boomers.
The demand for over-the-top (OTT) video content on television sets, as well as sales of Internet set-top boxes (iSTB) is set to continue climbing. The Diffusion Group's research found that while 14% of households with broadband use iSTBs, 29% are likely to purchase one.
Furthermore, of those already using iSTBs, 48% are likely to purchase an additional one, most likely for multi-room use.
"The fact that current iSTB owners are significantly more likely than non-owners to buy an iSTB speaks volumes about the multi-room future of iSTBs," said Michael Greeson, co-founder of TDG and director of research. "This in no way diminishes the extent of new demand, but it speaks to the fact that once a household owns an iSTB and understands its benefits, they want it on all their TVs.
In terms of the audience for iSTB devices, there are two distinct groups - early Millennials (25-34) and late Boomers (45-54).
However, according to Greeson, current marketing of iSTBs is aimed at a younger age group (18-24) that, despite seeing the benefits of an iSTB "use a net-to-TV device they already own, most likely a game console".
Image via Shutterstock
- Brits have financial concerns in the run up to Christmas
- Top 3 tips to create a solid cross-device strategy
- Ad Roundup: Mobile video and retargeting solutions
- Forecast: 27% of holiday buys could be 'lost' to abandoned carts
- Multitasking activity during TV viewing has little to do with the show being watched
- 65% of shoppers still rely on visits to physical stores during online shopping journey
- Internet ad revenues hit landmark high in first half of 2014
- Report: Product placements can recoup commercial losses
Featured White Papers
- The 5 Worst Things a Creative Can Say
Among the common phrases used in creative services teams there is a group that are deceptively harmless because we hear...
- 5 Ways to Ensure your Social Brand Gets Noticed
In the world of social sponsorships today the key to success is not just awareness but recognition. The path to...
- How Marketers Can Earn Respect at the Revenue Table
Your CEO might not care how many emails you sent last week, but they do care about revenue. To earn...
- How to Create a More Social Business
Download this whitepaper to learn about the current state of social media adoption and see where the most innovative companies...
- The Definitive Guide to Duplicate Listings
In the Local SEO biz, we spend a lot of time dealing with duplicate business listings. Duplicate records of your...