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: “I unplugged from Facebook and it was one of the best decisions I have ever made. It is such a time suck. I have other online sites that I can browse to relieve stress or take a break from work without having to see what some random kid in high school is eating for breakfast.” —Female, 23, PA

Last summer we noted Motorola’s vision of tattoos as password and identity authentication in our spotlight on the future of passwords, and now the first iteration has hit the market. Motorola teamed up with VivaLnk to create temporary tattoos—circuits wrapped in adhesive—that can unlock the Motorola X phone with a simple scan. Though the wearability is impressive, lasting up to five days on skin even through exercise or being submerged in water, remember that wearable tech must be beautiful, and the copper swirled fingerprint has ended up “looking a bit like a mole.” (TechCrunch)

Reebok and…bacon? Though health and fitness might not be synonymous with salted meat, Reebok is celebrating its athletes in the 2014 Reebok Crossfit Games with a Paleo diet-friendly treat. Targeting the “tastebuds of the Crossfit community,” Reebok’s pork product is free of nitrates, preservatives, MSG, and sweeteners, and will be delivered to attendees in boxes or via a branded food truck. Audience members can follow the truck on social media with the hashtag #reebokbacon to catch prizes and special bacon menu items rolled out throughout the games. (Creativity OnlineFast Co. Create)

Having grown up in the age of internet piracy and file sharing, many Millennials treat music and photo copyrights as flexible, downloading and swiping various content to share on social media. But using copyrighted music in videos shared with over 6.7 million fans has caused trouble for Michelle Phan, the makeup tutorial YouTube star who is now being sued by Ultra Records. Ultra owns rights to music from a slew of EDM artists that Phan has used in her tutorials, but some artists are tweeting out in support of her and challenging copyright laws to modernize. (Adweek)

Campbell's hit a peak in popularity with the Boomer generation, but instead of reviving the soup brand for Millennials in their 20s and 30s, Campbell's is looking to create an entirely new snack line for the kids of Millennial parents. The company will expand its Bolthouse Farms brand into Bolthouse Kids and tap into the tremendous growth of fresh-packaged snacks made for the on-the-go lifestyle of Millennial moms. Fruits, veggies, ready-made smoothies, and even Greek yogurt are in the works for hungry Plurals. (WSJ)

We identified Next Level Fandoms and Pre-Dev Engagement as two major Millennial trends in our Q3 2013 Quarterly Report, and Hasbro has joined these forces together for its SuperFanArt project. Dedicated fans can design and buy 3D printed figurines inspired by their favorite Hasbro brands, the first being My Little Pony. Encouraging the “mini-creator mindset” opens the door for pre-dev engagement and could create excitement around new Hasbro products and custom toys. (Kidscreen)

Looking for a quick Millennial stat to get you up to speed before a strategy session? Searching Ypulse is the best place to start! Silver and Gold members have access to 10,000+ articles, 20,000+ curated Millennial news items, 2 billion peer-generated opinions from our mobile, social Q&A network, and thousands of statistics on Millennials drawn from our bi-weekly national survey of the generation. Your search can begin and end with us. (Ypulse)

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