Diving deep with Connected Consumers

July 08, 2021 | By: Andrew Cole, Product Marketing Manager

It goes without saying that consumers today are connected. Each day, consumers stream movies, shows, and podcasts; spend time on their favorite apps; and research potential purchases. Empowered to forge their own digital journeys, they have opportunities to tailor each entertainment selection, brand interaction, and purchase decision to their personal preferences.

In February 2021, the number of U.S. households with internet-enabled TV connected devices reached 77%, representing 4% growth from the previous year.1 If you’re an advertiser looking to reach this growing audience in relevant and impactful ways that elevate your brand’s message, it’s important to develop a deeper understanding of this audience.

In an effort to dive deep into Connected Consumers, Amazon Advertising worked with Ipsos to conduct a study across 3,000 Americans ages 18-64 to answer the following questions:

1. Who are Connected Consumers? What are their demographic attributes? How do they feel about themselves and the world around them?

2. Why do Connected Consumers matter? What are their shopping and purchase behaviors? Why should advertisers pay attention?

3. How do Connected Consumers connect—with each other and with brands? What smart devices do they use? How do they stream? What content resonates with them?

4. How can brands engage and delight Connected Consumers? And how is Amazon Advertising uniquely positioned to help you reach them?

In this post—the first in a four-part series—we’ll unpack the first question to help you better understand these Connected Consumers.

Defining Connected Consumers

Throughout these posts, we will reference three primary groups:

  • General Consumers refer to all respondents who participated in our study.
  • Connected Consumers are respondents who self-reported that they use a smart media device at least once per month. For the purposes of this study, “smart media devices” include smart TVs, smart speakers, smart displays, and streaming devices.
  • Amazon Connected Video Consumers are a subset of Connected Consumers who reported watching Amazon’s ad-supported streaming TV content at least once per month. This includes content across IMDb TV, Twitch, live sports on Prime Video, and broadcast apps and Amazon’s News app on Fire TV.

What life stage are Connected Consumers in?

Our study segment size consisted of 3,000 General Consumers, 1,921 Connected Consumers, and 524 Amazon Connected Video Consumers.

Left to right: Connected Consumers age ranges: 18-24 (14%), 25-34 (24%), 35-44 (24%), 45-54 (21%), 55-64 (17%), Amazon Connected Video Consumers age ranges: 18-24 (14%), 25-34 (24%), 35-44 (29%), 45-54 (21%), 55-64 (12%).

Almost two-thirds (64%) of respondents in our study reported being Connected Consumers and about one-quarter of Connected Consumers (27%) reported being Amazon Connected Video Consumers. The majority in both groups is between the ages of 18-44, with 62% of Connected Consumers and 67% of Amazon Connected Video Consumers falling in this younger adult demographic.

Respondents reported average annual household incomes of $71K (General Consumers), $80K (Connected Consumers), and $95K (Amazon Connected Video Consumers).

These consumer groups have considerable purchasing power. Our research uncovered that Connected Consumers have an average household income of $80K and Amazon Connected Video Consumers have an average household income of $95K, compared to the self-reported $71K average annual take-home income of general population respondents.

75% of Amazon Connected Video Consumers reported being homeowners compared to 68% of Connected Consumers and 65% of General Consumers.

60% of Amazon Connected Video Consumers reported being married compared to 51% of Connected Consumers and 46% of General Consumers.

Amazon Connected Video Consumers are also more likely to own a home (75% of them are home owners vs. 68% of Connected Consumers) and be married (60% of them are married vs. 51% of Connected Consumers). Amazon Connected Video Consumers are in a season of life that finds them more likely to make big decisions, ones that will impact and have the potential to accelerate their buying patterns for years to come.

How do Connected Consumers approach new experiences?

Amazon Connected Video Consumers over-indexed on self-reported psychographic statements such as “I find new technology exciting and use it as much as I can” and “I enjoy keeping up with the latest trends.”

Connected Consumers report behaviors and attitudes that reflect a forward-thinking audience, one that is open to new ideas and brands that can find a message that resonates with them.

Connected Consumers tend to keep up-to-date more with the latest trends and technology compared to General Consumers. They spend time researching the products and services they buy—and once they find a brand, they often stick to it.

Amazon Connected Video Consumers are much like Connected Consumers in those respects, but more of them consider themselves trendsetters when it comes to trying new products and services. Their penchant to explore the world around them comes with a tendency to amplify positive brand interactions to their peers. They are more likely than Connected Consumers to share their experiences on social media.

How do Connected Consumers describe themselves?

Key personality traits self-reported by Connected Consumers include curious, creative, optimistic, and open-minded.

Key personality traits self-reported by Amazon Connected Video Consumers include teach-savvy, playful, social, and rebellious.

Connected Consumers self-report personality attributes such as creativity and optimism. Additionally, they consider their racial and/or ethnic cultures important to them and are often interested in cultures other than their own. Their connectedness to the world around them also reflects their greater tendency to think of themselves as responsible.

Perhaps unsurprising, given their use of smart technology, Connected Consumers are more likely than General Consumers to describe themselves as tech-savvy. In addition, Connected Consumers are more likely to consider themselves curious or open-minded, making them a key group for companies seeking new brand evangelists.

Of Amazon Connected Video Consumers, 22% self-identify as tech-savvy and 15% think they’re trendy—but they differ from Connected Consumers in that they are more likely to think of themselves as inspiring, social, playful, and even rebellious. Amazon Connected Video Consumers are also more likely to describe themselves as luxurious or glamorous than either of the other two groups surveyed.

Key takeaway

The majority of respondents in our study are Connected Consumers, and a large number of them are Amazon Connected Video Consumers. This generation of young adult consumers has spending power and is ready and waiting for brands to reach them.

As an advertiser, it’s important to craft your message across ad solutions like Amazon Streaming TV ads and Amazon audio ads with Connected Consumers in mind. These are forward-thinking trendsetters who are curious, creative, optimistic, and open-minded to learn how you and your team’s solutions can help them.

Stay tuned for Part 2 of our Connected Consumers blog series, where we’ll dive into this audience’s shopping and purchase behaviors.

Can’t wait to learn more? Check out our free report (available in English only): Diving deep with Connected Consumers: How to reach, engage, and delight the streaming viewers of today.


1 The Nielsen Total Audience Report, March 2021