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?…

 
 
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Millennial News Feed

“I won’t buy an already-made costume to dress up in for Halloween because I prefer using my creativity to come up with an uncommon or personalized costume to wearing a mass-produced costume that won't be unique to me.” –Male, 24, CA

One entrepreneur has a big idea to change charity fundraising as we know it—and she’s only 10-years-old. Vivienne Harr started a lemonade stand for charity in 2012 that has turned into Make A Stand lemonade, a family company that donates 5% of each sale. Now, the Harrs are launching StandApp, a mobile platform for donating to and starting crowdfunded social good projects. Twitter’s founders have invested in the app, which tells users they can “make a stand and change the world in 3 steps and 30 seconds.” (Fast Company)

Vice media has established themselves as creators of online content that speaks to young consumers, and now they will launch a global, 24 hour TV network for their Millennial audience. The brand’s Vice News has gotten a reputation for tackling some of the biggest international stories before much more established news organizations, and CEO Shane Smith warned traditional media outlets that as the generation ages up, they will become obsolete, and sites like Vice and BuzzFeed are “the changing of the guard.” (The IndependentThe Drum)

Posting calories counts on menus isn’t necessarily making consumers choose healthier options, but a new study has found that if told what they would have to do to burn off those calories, teens are less likely to buy higher calorie or sugary drinks. When signs were posted in stores telling buyers things like, “Did you know that working off a bottle of soda or fruit juice takes about 5 miles of walking,” 40% of 12-18-year-olds who saw them said they changed their drink choice as a result. Even after the signs were removed these teens continued to make healthier choices. (Washington Post)

Italian clothing label Brandy Melville has reportedly become “one of the fastest growing popular brands among American teens,” but the company is not interested in selling to everyone: they sell most items only in size small. Abercrombie & Fitch has famously lost ground with young consumers thanks to their similarly exclusionary practices, and some teens are expressing their dissatisfaction on Melville’s Instagram, where they are asking for sizes that “fit all.” (Tech Times)

Many Millennials don’t trust banks (or any other large institutions) but it could be that financial organizations are missing a big opportunity with the generation. Adweek’s recent study found that 18-24-year-olds are more likely than other consumers to say they would trust a financial institution more if they provided helpful, unbiased content. But only 20% of respondents felt that these institutions are currently posting interesting articles. (Adweek)

That image at the bottom of our newsletter is a gateway to insights and expert commentary on current and future Millennial trends. Clicking on it takes readers to our daily insights article, available to Silver and Gold subscribers, which illuminates a facet of Millennial culture and helps subscribers to understand the "why" behind the "what." Drawing from our ongoing collection of proprietary data, our deep-dive desk research, and our 10-year history of studying this generation, we figure out what it all means for brands and marketers. (Ypulse)

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