The Oracle Data Cloud blog highlights the latest data-driven insights and trends in digital marketing and ad tech.

How device usage provides context around consumer behaviors

This week’s guest blog post is contributed by Jack Foster, Product Strategy, Consumer Tech, Telecom, and Media & Entertainment​, Oracle Data Cloud. 

We all have that friend or coworker who considers themselves a personal tech guru, offering their POV on which virtual assistant is best, which 4K smart TV is unsurpassed for streaming, and, of course, weighing in on the Android vs. iPhone debate.  

But what does the ownership of these different devices tell you about people, and how can marketers use this information to learn more about their customers? That’s where Device-o-Graphics makes things interesting.

Device-o-Graphics is a new class of audience segments enabling marketers to reach people based on both the types of internet-connected devices they own, including mobile phones, smart TVs, smart home devices, computers, cars, etc., and the characteristics of those devices, such as the age of the device, how it is primarily used, and the strength of its connection to a network or Wi-Fi.

As devices play an increasingly integral role in our daily interactions, both with the internet and with other humans, device usage and ownership provide context to help a marketer segment audiences and learn more about their consumers. 

Understanding consumer behaviors

Take a user who has a large screen phone like the iPhone X, owns a smart TV, and has a streaming device such as a Chromecast or a Roku. We’ve learned from our internal analysis that this person is, unsurprisingly, most likely to be an entertainment enthusiast and stream shows and movies at a much higher rate than the average person.

Similarly, if you own a Google Pixel phone, an Amazon Echo, or another smart home device and a connected speaker like a Bose or Sonos, that signals to marketers you’re a tech enthusiast with an interest in home automation.

These device attributes give marketers a fuller picture of a user than a typical demographic like age or gender will. Variables such as consumers’ disposable income, buying habits, media consumption, and interaction with the internet can be inferred from Device-o-Graphic audiences that never could be gleaned from traditional demographic data.

Tech, telecom, and beyond

For tech companies trying to consolidate users onto operating systems like Bixby or Alexa, Device-o-Graphics not only can identify what devices people own that are compatible with those systems, but also will help them understand when users are at the end of their lifecycle with a product.

This allows firms to create a network effect of users consolidating more of their devices onto a single operating system, thereby making their relationship with consumers much stickier in the long term.

Similarly, knowledge of mobile device ownership and usage is crucial to telecoms as they are inextricably linked to the phone-buying process via the incentives they offer users to switch carriers. As referenced in the chart below, 89 percent of all promotion dollars that telecoms spent in the first half of 2017 went to some form of device discounting.

As a result, all telecoms should use metrics such as device age and model to more accurately target users with device offers to precipitate carrier switching.

*Based on 2018 Oracle Data Cloud research.

We’ve seen the use of Device-o-Graphics elements on tech and telecom campaigns become standard practice over the past few quarters or so, as top OEM’s began including these audiences on phone launch campaigns in the late fall and wireless telecoms relied on them during Black Friday and the holidays.

Looking ahead, we believe this newest batch of Device-o-Graphics audiences, released this spring, also will entice marketers across the Auto, Retail, and Financial Services industries to begin integrating these tactics into their marketing strategies, enabling them to understand their customers and the devices they use on a deeper level. 

Learn more about Device-o-Graphics and how this audience segment can impact your marketing efforts.

Get advice for your next tech, telecom, or media and entertainment campaign by contacting The Data Hotline.

About Jack Foster

Jack leads product strategy for Oracle’s Consumer Tech, Telecom, and Media & Entertainment groups. He was originally brought on to advise Oracle Data Cloud on vertical expansion and subsequently helped launch the Industry Verticals group.

Prior to joining Oracle, Jack was in product marketing and sales strategy at Rocket Fuel, focusing on its entertainment business.

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Image: Shutterstock

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