Recently, Hulu presented some new research on advertising formats and how people with different technology fluency levels respond to them.
“We set out to learn more about these traits and how they work together to create a spectrum of “digital fluency” among consumers,” Hulu said on the Insights page of their website. “We wanted to know more about how people adopt and interact with technology in everyday life and how to advertise to people at different digital fluency levels.”
Hulu’s research found that each generation from Baby Boomers to Gen Z has both fluent and less fluent users. Once consumers feel comfortable using technology like entertainment streaming and social media, they are ready to start making purchases next, then using technology for convenience (think apps and food delivery), and ultimately supporting brands that reflect certain lifestyles and identity.
Graph via Hulu
In the research, Hulu went on to identify different levels of digital fluency and what percentage of users fall into each category: Minimalist, Enlightened, Confident, Connected, Maximizers and Creators. According to the research, 22% of people fall into the Enlightened category, meaning those who accept the role digital technology plays in the modern world but who aren’t very involved in it.
Graph via Hulu
Hulu took this information and explored the best way to speak to different ranges of tech fluency through advertising. They found that all viewers want to feel like brands care about their needs, but people on the higher fluency end want brands that reflect their values as well.
Here’s a statement from Hulu’s research:
“Hulu has ad units for every type of viewer. Minimalist and Enlightened segments, who want all of the information up front, prefer Hulu’s Branded Entertainment Selector, which gives them the option to choose one longer ad at the beginning of an episode instead of regular ad breaks.” On the other hand, Connected, Maximizer, and Creator segments prefer interactive ad units like Ad Selector (option to choose which ad unit they want to see) and Customized Integrated Commercials (co-branded ads created with an advertiser in partnership with Hulu).”
You can see Hulu’s whole Digital Identity Exploration here.
Which category of user do you fall under? Let us know in a comment what type of advertising you prefer.
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