Mobile Chat Rooms

When I was writing Totally Wired, I remember interviewing a group of low-income African American teens in Philly and asking them about an article I read on teens using chat lines. For teens without computers at home, this was the alternative form of socializing and flirting. It makes sense that phones, especially cell phones would take the place of more expensive laptops or PCs for low income youth…and that mobile social networking would also appeal to this audience for the same reason. AdWeek ran a piece about Axe’s latest attempt to reach their target audience in this space. What I found interesting was the description of who is using mobile chatrooms:

AirG research shows that most of its members are between 18-30 years old and work in service industries, 60 percent did not go to college and more than half don’t own a PC. Almost all bought their phones for $100 or less…

Members use the network to locate friends, send instant messages or join interest-based “lounges” to chat with multiple users about various subjects. They share photos and videos and search for dates, just like on MySpace.

I would be curious to see a socio-economic portrait of the teen users on these services as well.

 

 
 

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Millennial News Feed

Quote of the Day: “I follow the news because I want to be aware of the world.” –Female, 15, OH

Today in “food chains trying to appeal to young consumers” news: TGI Fridays is trying to “woo Gen Y" with free burgers and pay-it-forward marketing. Customers who buy a burger will get a code they can use to share a free burger with a friend via social media or email. The digital campaign is designed to draw in Millennials, who Friday’s CEO notes need "something worthy of a conversation” to interest them. (MediaPost)

Native advertising is still controversial, and some believe truly misleading, but a recent study finds younger readers are “significantly less likely to feel deceived by native ads.” Twenty percent of 18-24-year-olds and 15% of 25-34-year-olds actually say they feel more positive about brands that have native ads. Growing up with branded content is likely influencing their more positive POV, but Ypulse research has also found that 82% say “everything I see or read I take with a grain of salt.” (Skyword)

Think Millennials are lazy? What if we told you they don’t even stop working when they’re on vacation? A new survey reports that 35% of Millennials say they work every day of their vacations, and feel less productive when they get back. It’s clear that entering the workplace at a time when they are always accessible via mobile has made an impact. (Time)

Minecraft is hugely popular with young consumers, its influence is growing, and the game is spawning a new kind of celebrity. The Minecon convention in London over July 4th weekend was the largest ever event for a single video game, selling 100,000 tickets. The convention featured Minecraft players with millions of followers, who signed autographs, took pictures with fans, and enjoyed a new era of fame. (Business Insider)

Young consumers might be more willing to give out their data online, but beware: they “will ditch brands” that use it to spam them. Millennials are reportedly 44% more likely than Xers and Boomers to fall into the “sensitive consumer” bracket, and research has found that if annoyed by marketing, 80% of Millennials will block cold callers, 84% will unsubscribe from emails or close accounts, and 82% will delete apps. (Marketing Magazine)

Quote of the Day: "I follow the news so I can make fun of the GOP presidential candidates..." -Male, 30, KN 

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