Print Page   |   Your Cart   |   Sign In
News & Press: Arizona Business News Updates

Marketing to Mobile Millennials: Misperceptions and Myths

Monday, July 14, 2014   (0 Comments)
Share |

Most marketers are aware of millennials' diversity, but they may not realize how diverse they truly are. An impressive 38 percent are bilingual -- up from 22 percent in 2003, according to Nielsen. Also, 19 percent are Hispanic, 14 percent are African-American, and 5 percent are Asian. It would be a big marketing mistake to assume that a U.S.-centric approach would appeal to mobile millennials.

Despite their financial burdens -- unconscionably high levels of college education debt and a lackluster job market -- everyone wants to know what millenials want. Where will they live? What will they buy?

Automakers shake in fear that they won't develop the same obsession for the automobile-oriented lifestyle as their parents. Apartment builders have no compunction about building more and more edgy, in-fill dwellings for them, content in the knowledge that home ownership is a long away off for this crowd.

Mobile, of course, is an important part of millennial life. Young adults would be willing give up the basics -- sex, TV, who knows, possibly even oxygen -- if it were necessary to keep their devices active and with them 24 hours a day, surveys suggest.



Between the Lines

As scrutinized as this generation is by marketers, myths and misperceptions abound. The scary numbers of young people now living with their parents?

Statistics can be misleading. The Census Bureau counts college students as living with their parents, and what has really changed is the growing number of young people attaining higher education, notes an article in The Atlantic.

Other stats do have sobering implications for this group and the larger economy, however, such as the high burden of education debt millennials are shouldering.

Teasing out what is true, what is not, and what it really means can be tricky but highly worthwhile. There is a reason marketers and apartment builders and automobile manufacturers all want to know what this group is up to: Their spending habits will shape the economy and workforce for decades.

The Cosmo Example

As more millennials go mobile -- not only for communications, but also for other computing needs -- content will have to follow.

That's not lost on Cosmopolitan.com, which recently launched a redesigned website aimed at the mobile user. The new site struck gold, according to the Financial Times.

Its traffic surged 200 percent to nearly 30 million unique visitors in May from a year ago, the Times said, citing Adobe Analytics statistics. Mobile accounted for 69 percent of its page views, up from a third in 2012.



What We Think We Know


With that in mind, following are four myths about millennials and their mobile use.


1. Millennials prefer their mobile devices over TV.
False, according to Experian Marketing Services. Certainly they love their smartphones but TV still accounts for the largest share of their media consumption on a weekly basis, at 37 percent.



2. Millennials wil buy anything as long as they can do so from a mobile device.
Not if it's a tablet, according to a surprising report from Shullman Research Center. Millennials are twice as likely as Baby Boomers to be uncomfortable using a tablet to buy something, the research group found in a study about how millennials shop.



3. Millennials are U.S.-centric.
Actually, most marketers are aware of millennials' diversity, but I don't think they realize just how diverse they truly are. For instance, an impressive 38 percent are bilingual -- up from 22 percent in 2003, according to Nielsen. Also, 19 percent are Hispanic, 14 percent are African-American, and 5 percent are Asian.

4. Marketing geared to millennials can be U.S.-centric. Definitely not, especially in a mobile environment. Hispanic millennials are more likely than non-Hispanic millennials to be mobile-first -- that is, accessing the Internet primarily from their devices, according to Experian Marketing -- while paradoxically spending more time with traditional media than their non-Hispanic counterparts. Hispanic millennials are more likely than non-Hispanics to use mobile devices as a second screen while watching TV, according to PricewaterhouseCooper.


S http://www.ecommercetimes.com/story/Marketing-to-Mobile-Millennials-Misperceptions-and-Myths-80705.html

Get $5k-$20 in Free Marketing: Make 2016 Your Year for Success!

In Business Magazine

Use In Business Magazine as a tool to reach your customers for 2016. Through Print, Online, Social Media, Email & Events, you can realize an additional $5k to $20k in free advertising with In Business Magazine over 2016.

LEARN MORE

Small is the New Black

ThinkSmallBiz

What's trending for 2016? Small Business! This year, resolve to support our local economy by "Thinking Small" at least one time each week! Need help finding a small biz? Visit ThinkSmallBizAZ.com! #ThinkSmallBiz

LEARN MORE

Speakers Forum

Speakers Forum

ASBA is on the cutting-edge of what is happening right now in the business community. We are looking for dynamic speakers to present inspiring and relevant content at future events and become part of our current Mindshare or Storytellers series. If you or someone you know is experienced capturing a crowd and delivering insightful information on sales, marketing, HR, finances, or other topics we invite you to share your knowledge and apply today. We are your partner in business.

APPLY TODAY

RSVP

Experience ASBA

REGISTER

Date: Held monthly
Time: Click to check times based on location
Location: Phoenix or Tucson

RSVP

ASBA Speed Networking

REGISTER

Date: Held monthly
Time: Click to check times based on location
Location: Phoenix or Tucson

Affordable Dental Plans for ASBA Members

Delta Dental

Your smile deserves Delta Dental, the nation’s leading dental benefits provider. With the largest network of dentists, personalized service & special pricing for ASBA members, we make it easy to keep your smile healthy.

LEARN MORE

Have questions on small business and health insurance?

Health Insurance

Get the latest on individual, sole proprietor, or group plans related to small business. We can help you find the right plan for you, and your employees. Click to learn more!

LEARN MORE

CopperPoint Insurance Companies

CopperPoint Mutual

CopperPoint Insurance is Arizona's premiere provider of workers compensation insurance. We've been providing coverage and advocating for Arizona businesses, small and large, throughout the state since 1925.

LEARN MORE

Association Management Software Powered by YourMembership  ::  Legal