Tesla Owners Mobile Personas – Skydeo Insights

Tesla Owners Mobile Personas – Skydeo Insights

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In a recent panel study of 340 million mobile users, Skydeo analyzed Tesla car owners mobile app interests compared to non-Tesla car owners and the results are intriguing.  Tesla owners were 72 to 103 times more likely to have Charles Schwab or eTrade Investment accounts.   The image of Tesla owners as tech savvy, high income individuals is supported by their use of Bitcoin (48x), Robinhood (27x), Mint (20x) and Venmo (15x).  Tesla owners have a high propensity to use food & delivery apps (62x) and shopping apps like Amazon Prime, Best Buy and AliExpress.  Surprisingly, Tesla owners have a cost conscious side as they used coupon shopping apps like Slickdeals, Key Ring, Groupon and RetailMeNot.   Skydeo Insights enables brands to analyze users by traditional metrics like age, gender, income, home ownership plus mobile segments like apps, locations, device, carrier, etc.  Skydeo limited this analysis to finance and shopping apps.

Skydeo CEO Mike Ford said “For top brands and agencies, mobile insights are simply the best way to develop user personas to use for product marketing, business intelligence andmedia planning for digital, radio and TV.  The mobile personas of their car owners clearly supports Elon Musk’s vision for the Tesla brand.”

Tesla Owners Mobile Insights by Skydeo

Create Your Own Custom Mobile Audience

According to Fortune Magazine:

Edmunds, the California-based car-buying platform, examined registration data of all 1,600 Tesla Model S vehicles that have ever been sold in the pre-owned market in the U.S.   Edmunds also found that owners of used Model S are younger. About 10% of pre-owned Model S buyers are millennials, ages 18 to 34, compared to just 6% of those who purchase a new one.  An Edmunds analysis released earlier this month found millennials are leasing vehicles at higher rates than the overall car-buying population and they’re opting for more luxurious, tech-forward cars than they could otherwise afford to buy.  Millennials are particularly attracted to leasing Ram, GMC, and Lexus brands.   California’s share of used Model S sales is only 30.5%, compared to its 42.5% share of all new sales, according to Edmunds, which examined registration data of all 1,600 Tesla Model S vehicles have ever been sold in the pre-owned market in the U.S.   The Tesla brand has migrated into different age and earning demographics. Some 36% of all used Model S buyers earn less than $100,000 a year. Only 25% of new Model S buyers have salaries under $100,000.

 

Getting Down with OTT & Video Streaming Apps

Getting Down with OTT & Video Streaming Apps

Video streaming and “Over the Top” OTT TV has completely changed viewing habits and the way brands will advertise. The convergence of TV with digital changes the traditional TV marketplace and opens the door for digital innovation and data targeting. Skydeo, through our mobile audience panel of over 300 million unique devices, has an interesting view of the OTT and video streaming app landscape.

For marketers looking to target cord-cutters, the best way to reach OTT viewers today may be through their mobile app interests.  Skydeo data shows that cord-cutters use more mobile apps overall than traditional TV viewers and of course need to use multiple viewing apps in order to watch the content they want.

Skydeo Market Share of Video Streaming Apps – July 2017

HBO is an interesting case study.   HBO’s HBO GO app is for cable subscribers to access shows on their mobile devices while HBO Now is for cord-cutters to subscribe to HBO content without a TV provider.   Although installs of both apps continue to increase based on consumer mobile device usage, we can analyze if and when HBO Now installs accelerate or surpass HBO GO installs as an indicator that cord-cutting is increasing.

Earlier this year Videology partnered with True Optik

Tru Optik CEO and Co-Founder Andre Swanston told Real-Time Daily via email:  “The biggest difference about this partnership is that legacy DMPs [data management platforms] have fallen behind the audience shift to CTV. They still rely on cookies for desktop and mobile device IDs for smart phones. Across CTV, neither cookies or device IDs are present… This partnership is a huge deal because it opens up people-based targeting abilities across CTV for Videology.”

Scott Ferber, Founder and CEO, Videology stated: “As more and more people watch content on a variety of devices, it’s important for advertisers to have a single view of their audience for holistic campaign delivery. Through this partnership with Tru Optik, our clients will benefit from more granular understanding and execution of advertising on OTT and connected TV, a quickly-growing piece of the video content ecosystem.”

What is OTT? An Overview