REDWOOD CITY, Calif.--(BUSINESS WIRE)--Rocket Fuel (NASDAQ: FUEL), a leading provider of artificial intelligence (AI) advertising and marketing solutions for global agencies and brands, today announced the release of its Quantified Self (QS) Digital Tools survey for Consumer Packaged Goods (CPG) companies. According to the survey, nearly one-third (31%) of all U.S. consumers currently use a QS tool to track their health and fitness, inclusive of smart watches, wearable fitness trackers, apps, and websites. The survey also revealed that 43% of QS users are willing to share behavioral data for more personalized digital ads. They are also nearly five times more likely to purchase due to seeing digital ads than are non-QS users, presenting an opportunity for CPG advertisers to better target their digital campaigns.
In addition to valuable marketing insights, the survey results also demonstrate a broader benefit to the emerging trend of life logging: QS users are twice as likely to exercise more and be in better shape relative to one year ago than are non-QS users.
“The health and fitness advantages of the Quantified Self movement are clear, as is the abundant marketing opportunity to target a growing population of health-conscious shoppers who are highly receptive to digital media and comfortable sharing behavioral data to receive more relevant ads,” said Christian Janelli, Director of Category Strategy, CPG at Rocket Fuel. “CPG marketers can now combine the richness of QS behavioral data with the vast library of data at Rocket Fuel to deliver the most relevant digital media possible to consumers. Rocket Fuel’s AI-driven DSP, along with its newly acquired DMP, allow CPG marketers to ingest data from any source, including QS data, and create custom segments to target with personalized digital media that will ultimately help maximize revenue.”
Key findings of the study include:
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Consumers embrace life logging, with nearly one in three (31%)
currently using a QS tool to track their health and fitness data. QS
tools, also known as life logging, wearable computing, self
monitoring, or even body-hacking, are increasingly being used by
consumers to track their health and fitness, food, diet, sleep, and/or
mood. Be it a device, app, or website, consumers enjoy the convenience
of self-tracking metrics. 29% of consumers use a website or app not
associated with a wearable device to track their life stats, and 16%
use a wearable health-and-fitness tracker.
According to the survey, Fitbit, Nike+ FuelBand, and Samsung Gear are the top three wearables; 12%, 10%, 6% respectively. MyFitness Pal is by far the most popular website/app used, with WebMD and Map My Fitness among others commonly cited.
- 90% of QS users say tracking their health and fitness metrics digitally has motivated healthier lifestyle choices. QS users are twice as likely to exercise more and be in better shape relative to a year ago than are non-QS users. More than 25% of QS users say they are now purchasing frozen foods, carb-rich foods, OTC/prescription drugs, and alcohol, less often due to using QS tools. 24% have changed food or beverage products and 17% have changed a personal-care product as a result of using QS tools.
- QS users have 45% higher ad recall for CPG digital ads and are approximately five times more likely to purchase due to seeing a digital ad than non-QS users. There is a direct correlation between the attention paid to CPG digital ads and the relevance of the content featured in the ads: the more relevant an ad, the more it resonates with consumers. QS users also show a five times stronger likelihood of purchasing the advertised CPG products they see when using Internet-connected devices than a non-QS user.
- 43% of QS users are comfortable sharing data with advertisers in exchange for personalized digital ads. 43% of QS users are comfortable with sharing their QS data to receive more personalized digital advertising. When asked about specific types of data QS users are willing to share, over 40% of QS users are comfortable sharing health and fitness, food/diet, sleep and mood, and self-improvement data. Additionally, when presented with the incentive of receiving discounts and coupons in exchange for sharing QS data, 75% of QS users say they would be more likely to share their data.
Findings were based on an online survey using a trusted third-party research vendor in December 2014 with 1,262 total respondents. Rocket Fuel does not make any warranty, representation, guarantee, express or implied, about the survey. Any reliance on, or use of, the survey results and/or this press release is at your own risk.
For more information and to review the full report, please visit http://rocketfuel.com/blog/quantified-self.
About Rocket Fuel
Rocket Fuel delivers a leading programmatic media-buying platform at Big Data scale that harnesses the power of artificial intelligence (AI) to improve marketing ROI in digital media across web, mobile, video, and social channels. Rocket Fuel powers digital advertising and marketing programs globally for customers in North America, Europe, and APAC. Customers trust Rocket Fuel’s Advertising That Learns® platform to achieve brand and direct-response objectives in diverse industries from luxury cars to financial services to retail. Rocket Fuel currently operates in more than 20 offices worldwide and trades on the NASDAQ Global Select Market under the ticker symbol “FUEL.” For more information, please visit http://www.rocketfuel.com or call 1-888-717-8873.
