Why Your Brand Needs A Mobile Strategy

In the age of texting, Instagramming, FaceTiming, and Snapchatting, it’s no secret that Millennials are obsessed with their cellphones. Mobile devices aren’t just a tool to keep in touch, they’re a way to always feel connected. It’s hard for many Millennials to remember a time when they couldn’t get their friends’ opinions or approval with the tap of a screen. Cellphones are a portal to their peers, as well as a source of endless information and entertainment. Many sleep with their cellphone, check it as soon as they wake up, and can’t even count how many times a day they glance at their phone. As a result, Millennials often consider their cellphone an extension of themselves.

To put this digital dependency into perspective, we recently 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 and to always have information on hand – literally. They’ve grown up using Google as a verb and are accustomed to instantaneous communication anytime and anywhere.

Their cellphones contain so much of their lives from their photos and texts to their apps and social networks. It’s no surprise then that their phones are so personal to them. According to research from JWT Intelligence, half of 18-34-year-olds say  “my phone has so much of 'me' in it that I feel like it’s a mini-me." They’re also focused on customizing their phones with cases and covers that match their fashion preferences and personality. Cellphones are a key into Millennials’ lives and because of this, they want their phones to best reflect who they are.Target

So what does this mean for marketers?…

 
 
Ask Millennials some questions.
Log in to get started...

Want to talk to us about the article
or dive into a custom study?


Millennial News Feed

Quote of the Day: “I think one of the coolest devices is actually the film camera because it kind of brings you back to another time. There's also a different kind of quality to the film camera.” -Female, 21, TN

Millennials covet discovering something new, and Atlas Obscura, a travel and discovery media company, is keeping that in mind as they target those members of the generation with an “insatiable curiosity and adventurous spirit.” The site’s more niche, obscure, yet intriguing content, like “Touring the Tombs” and “Nine Amazing Takes on Treehouses,” sets it apart from other Millennial-focused publishing platforms. With $2 million in funding, it now plans to expand from user-generated travel topics to areas like food and history. The company’s popular real-life events also make it more appealing to younger consumers, who are looking for something unique to do in the offline world. (DigidayAtlas Obscura)

America’s sweet tooth isn’t as big as it used to be, and younger diners are even less likely to indulge in desserts. A recent report found that only 12% of dinners eaten at home include a dessert, which is down from 15% 10 years ago, and only 9% of 18-34-year-olds are eating dessert with dinner, compared to 19% of those 55 and up. More healthful eating could be hampering dessert’s position at the dinner table, and a December 2014 Ypulse monthly survey found that 49% of Millennials consider nutritional information when grocery shopping. (USA Today)

To effectively sell kids’ products and content, understanding the new generation of parents is essential, and Millennials are becoming the influential parenting majority. A “Proprietary Survey of Moms” states that Millennial parents and their children are accustomed to being “hyper connected, with on demand content available with the ‘swipe’ of a finger and a mobile device.” This generation of families also seems to love products that have a link to the content they watch. It’s estimated that between 25% and 50% of toy purchases in the U.S. are now related to entertainment franchises, and 90% of moms say they bought a toy linked to one of the big movies of 2014: Frozen, Lego, Marvel, Transformers. (Quartz)

As young consumers shift the dining industry with their unique expectations, tastes, and increasing spending power, major food brands are doing everything they can think of to appeal to them—and some might not quite hit the mark. A collection of marketing and rebranding strategies that chains and brands have employed to lure Millennial customers includes redesigning to become “a chill place to be chill at,” changing to pouch packaging, calling food “artisanal,” and embracing selfie campaigns. Adding kale and, of course, sriracha everything to menu items have been common tactics to attract them as well. (Eater)

While kids of all ages are watching TV, the way they watch shifts significantly over time. Nielsen’s Total Audience Report 2015 reveals that the number of hours spent watching TV in an average week decreases as young viewers get older. The youngest viewing age group also watches far more content on their computers, with 2-11-year-olds watching almost five hours of content via computer and 18-to-24-year-olds spending 19 minutes of their average weekly viewing time the same way. However, general “web surfing” on a desktop increases as young consumers go from pre-school to high school. (Adweek)

We give you a dose of Millennial insight on a daily basis, but every quarter, we zoom our lens out to look at some of the larger trends happening within the generation—and why they matter to brands. Our Gold subscribers have access to the Ypulse Quarterly report, an in-the-know guide to Millennials that synthesizes the major trends and stats we’ve seen over the last quarter of the year. We take a close look at the "why behind the what" of big trends and provide in-action examples and supportive data, along with implications for you to take away. (Ypulse)

Sign Up Now

Subscribe for premium access to our content, data, and tools.

Already a subscriber? Sign in.

Upgrade Now

Upgrade for full access to the best marketing tools for understanding the next generation.

View our Client Case Studies