Why Going Mobile Means Being Human

“Going mobile” has been on the tip of companies’ tongues in the past year. Yahoo has more than hinted at this strategy when they revealed their Q4 report in January and recently, a total site overhall, with a more personalized and dynamic interface, amped-up visuals and infinite scrolling capabilities, suggests a more mobile-friendly strategy

Last week, in an attempt to gain back their Millennial following, Facebook also introduced a redesigned News Feed that it called “mobile inspired,” setting a goal for 2013 to “create some mobile experiences that simply can’t be done on the desktop.”  And at this year’s SXSW, the spotlight is shifting from software to devices.  This Mobile Insider article reports from on-the-ground at SXSW stating that companies are also discussing "authenticity" as a top priority, especially when you consider that Millennials' falsehood meter is one of their greatest assets. It states: "The connected generation are the ones who have changed the game for all aspects of advertising and marketing." Building a second screen experience along with personalization, intimacy and being "human" have become necessities among social media, mobile and marketing strategies. 

We focused on this trend in January, delving into why a mobile strategy has become table stakes for companies aiming to engage Millennials and the post-millennial generation (who truly are 'digital natives'). To put this digital dependency into perspective, we surveyed 990 13-34-year-olds about how much they value their cellphone. Two-thirds said they’d be lost without their phone and more than half (54%) feel that their cellphone is a lifeline to the world around them. Millennials want to know what their network of “friends” is doing at any hour as well as to always have information at hand –…

 
 
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Millennial News Feed

Quote of the Day: “It's cheaper and more fun to make my own Halloween costume. Also that way my costume will be different from everyone else's.” –Male, 17, PA

In stories of cyberbullying, Formspring gained a reputation for being an epicenter for negativity and hurtful anonymous comments between teens. The platform shut down last year thanks to that toxic history, but in its wake new site Spring.me wants to be “the friendliest social network,” joining the fight for positivity in social media. Like Formspring, Spring allows Q&A discussions and chats, but the site wants those chats to facilitate making friends. Spring’s slightly older userbase (an average age of 24) is one factor they hope will keep the environment relatively gossip and troll-free. (TechCrunch)

In our most recent Ypulse Quarterly trend report, we talked about Chasing Neverland, a trend of Millennials wanting to recapture the carefree feeling of their childhood. One example? The pre-work dance parties that have become popular in New York, LA, San Francisco and Atlanta. Daybreaker, the company throwing these energetic events, emphasizes health and wellness, and says the parties are all about having a unique, fun, in-person experience. According to one organizer, “There’s an outcropping of excitement for interactivity and real community experiences. Millennials—they’re tired of online.” (Mashable)

Millennials are getting serious about saving. According to a new study, the number of young workers enrolling in 401(k) plans increased 55% in the first half of 2014. A major factor behind the increase is the “sheer number of Millennials entering the workforce.” Today they make up 25% of workers, and by 2020 that number is estimated to climb to 50%. (Time)

The rumored anonymous Facebook app is here: Rooms is a mobile network that aims to bring people together based on mutual interests instead of mutual social connections. Users can create a room around any topic, from bee keeping to World of Warcraft, and other people can join those rooms using any username they choose. Room accounts are not connected to Facebook accounts, and the app is based off of the idea of online forums more than recent iterations of social networking. (Fast Company)

Archie, Betty and Veronica are coming to TV: Fox is developing a “subversive take” on the iconic comic series. The show,Riverdale, will reportedly be a combination of the small-town teen sagas of Dawson’s Creek and the weird, mysterious happenings of Twin Peaks. The plot will focus on the darker elements lurking under the “wholesome façade” of the town, and other characters from the Archie franchise will be involved—Josie and the Pussycats will reportedly play a “big role.” (SlashfilmUproxx)

Did you know that Ypulse tracks social media trends in our biweekly surveys? We found that Vine, Twitter, and YouTube have seen steady growth since November 2013, gaining 9%, 10%, and 13% more Millennial users, respectively. Our Silver and Gold tier subscribers explore helpful visuals that detail our tracked trends in the Data Room on Ypulse.com. (Ypulse)

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