To target younger consumers, brands need to understand their tech habits
Posted on Nov 30, 2012 by YuMe
Consumers between 18 and 34 are on internet-enabled devices – be it a laptop, desktop, smartphone or tablet – more than any other age group, which means that brands hoping to make loyal lifelong customers from Millennials should target a variety of technologies, 1to1 Magazine reported.
"For many consumers, brand loyalty begins in their youth," the magazine article said. "Children often grow up to favor the brands they've learned to rely on during childhood, inevitably passing their preferences on to their children, and so forth. But with the advent of new contact channels, companies now have the opportunity to bypass tradition and impact the younger demographic as they interact via social and mobile."
According to a September report from the Pew Internet and American Life Project, younger Americans are far more likely than other age groups to own a portable device. The study found that U.S. residents between 18 and 29 had the highest ownership rates for cellphones and laptops, and Americans between 30 and 49 had the highest tablet adoption rates. In addition, 45 percent of all U.S. adults now own a smartphone.
Not only are younger people more likely than their older peers to use mobile devices, but they are also increasingly willing to engage with ads on smartphones and tablets.The magazine cited a report from October which found that of the Millennials polled, 47 percent said they had clicked on ad on mobile at least once during the previous three months.
Younger consumers go mobile for video and social media
Advertising on mobile devices was found to already be especially effective with younger consumers, and the results of the study reported on by 1to1 Magazine suggest that mobile ads could be even more likely to produce positive results when leveraged with video and social media. Among the Millennials surveyed, 54 percent said they used at least one social media application.
In addition, 39 percent said they watched one to five videos on their smartphone every day, and 9 percent indicated that they view more than five videos on a daily basis. According to 1to1, only about 23 percent of Millennials do not watch video content on a mobile device.
"While consumers will always carry allegiances to specific brands, social and mobile provide an opportunity to connect with potential and current customers on a personal level, building strong relationships from the ground up," the news source said. "Mobile might be the superhero in this scenario, clearing the path for connectivity, but social acts as its sidekick, facilitating immediate interactions and providing consumers with instant information and feedback."