Marketing to Millennials Better Be Mobile

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In a new study, Experian Marketing services reveals the latest demographic trends about Millennials, the most diverse, informed and connected generation in the United States.

Read more marketing to Millennials insights.

“While the rest of adults see smartphones and the Internet as revolutionary, for Millennials, they’re just part of the natural order of things. As such, they have expectations about how things should work that may seem unrealistic to those who grew up without such technologies. Technology and connectivity is not a want for this generation; it’s a need. It is how they connect to and communicate with the world, and as such, they need to be connected constantly, from the moment they wake up until they go to bed at night.” John Fetto, senior analyst, marketing and research, at Experian Marketing Services

14.5 hours per week = time Millennials, adults 18-34, spend texting, talking and accessing social media = 41% of the total time Americans use their smartphones, despite making up about 1/3 of the population.

A complimentary copy of the report, Millennials come of age, can be downloaded here: http://www.experian.com/marketing-services/millennials-report.html.

Marketing to Millennials Marketing Study Finds

  • Millennials are mobile dominant. 50% of Millennial smartphone owners say that they access the Internet more often through their phone than through a computer.
  • Millennials spend the most time using media compared with other generations, at approximately 9.5 hours a day, or 67 hours a week, compared with 61 hours that adults ages 35 and older spend using media per week.
  • Millennials are the first generation to devote the majority of their media time with digital media. They spend 35 hours a week with digital media and 32 hours a week with traditional media.
  • Millennials are 1.7 times more likely than smartphone owners ages 35 and older to use travel apps, 1.5 times more likely to use VOIP apps such as Skype, 1.4 times more likely to use sports apps and 1.2 times more likely to use classified apps such as Craigslist.

 

Percent of smartphone owners who engage in smartphone activities during a typical week by Age Group

 

Millennials Generation X Boomers Silent Generation
Talk 92% 92% 92% 91%
Text 91% 92% 92% 94%
Mobile browsing 89% 90% 87% 84%
Email 82% 83% 80% 83%
Social networking 74% 69% 67% 58%
Download apps 63% 63% 60% 65%
Camera 54% 50% 50% 56%
Play games 52% 49% 50% 53%
Watch video 46% 39% 32% 33%
GPS 43% 40% 34% 35%
Listen to music 35% 30% 27% 31%
IM/Chat 27% 26% 23% 19%
Read news 18% 17% 15% 13%

Source: Experian Marketing Services

 

Ideas for Brand Marketers on Improving Your Millennials’ Customer Experience

1. Be where they are, which may mean where you’re not now.
YouTube, Tumblr, Snapchat, and Instagram may be better places than your site, blog, Facebook or LinkedIn.
2. Be entertaining.
Not making them laugh? Then, you’re both lost.
3. Be share-able.
Give them something to talk about with their friends. Hashtags around campaigns work.
4. Be there.
They want to talk about your brand – so listen in. Better yet, give them a reason to connect. Invite them in to visit – even virtually works.
5. Be global.
There’s a big, big, big world out there that stretches way beyond your zip code. Explore.
6. Be Welcoming.
Start a Millennials advisory board and ask for input.

 

Over to You

Do you marketing to Millennials? What works for you?

 

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