US: Roku partners Best Buy to sell, leverage shopper data - What do Roku customers feel about ads?

Roku has partnered with Best Buy in the US to sell its Select and Plus series TVs exclusively through the retailer, via both online and offline channels. Roku’s upcoming Wireless Soundbar will also be sold as a Best Buy exclusive, as part of the partnership.

How popular is Best Buy amongst Roku’s current customers?

According to YouGov Profiles - which covers demographic, psychographic, attitudinal and behavioral consumer metrics - 15% of Roku’s customers have bought goods/services from Best Buy in the past three months.

The first-to-market partnership will allow Roku to use Best Buy’s shopper data to serve targeted and optimized ads to Roku’s customers.

What do Roku’s customers have to say about personalising messaging and data privacy?

Profiles data shows that 62% of Roku’s customers agree with the statement that “it’s creepy how well online advertisements know [them].” More than half of them (56%) also agree with the statement that “personalized advertisements creep [them] out.”

Similarly, 48% of Roku’s customers agree with the statement that “seeing advertisements that are too personal can put [them] off clicking on them.”

But 36% of the company’s consumers agree with the statement they are “more likely to engage with advertisements that are tailored” to them.

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Methodology: YouGov Profiles is based on continuously collected data and rolling surveys, rather than from a single limited questionnaire. Profiles data for the US is nationally representative and weighted by age, gender, education, region, and race. Learn more about Profiles.

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