Phone Wars Update: What Battles Are Brewing In the Smartphone World?

When we asked Millennials to name the one device they can’t live without, more said they can’t live without their smartphones than those who named laptop, tablet, and television combined. This generation is passionate about their mobile devices, and they carry them nearly everywhere they are. 45% of Millennials say that they spend two-ten hours a day on their smartphones, and 44% say they look at their phone over six times in a given hour. With so much of the time and attention of this very desired generation of consumers devoted to their smartphones, it is no wonder that the war around smartphone tech and who can capture the young, often fickle, tech-savvy audience is continuing to rage on. With new entrants into the smartphone competition seeming to pop up at every turn, it can be difficult to keep track of the battles waged within the war, and who is capturing the attention of Millennials. They are seen as the most tend to lead the consumer pack when it comes to tech preferences, influencing everyone from their parents to their friends when it comes to what mobile device to buy. Their own children are being influenced as well—Millennial parents are far more comfortable handing their young offspring a phone to play with, which might help explain why “between 2011 and 2013, the average time a child younger than eight spent on mobile devices tripled from five to fifteen minutes.” To help you keep track of it all, we’re giving you the latest breakdown on the smartphone market: what’s happing now, what’s coming next, and why it all matters. 

Android Could Eclipse iPhone 

iPhone still rules with Millennials: 45% of Millennials ages 14-29 surveyed in early October told us they currently own an iPhone, over 33% who own an Android. But Android is dominating the market otherwise and…

 
 

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Millennial News Feed

Quote of the Day: “There's been a resurgence in the home cook, and that's been my biggest interest. There's increasing amounts of high-quality, interesting produce and recipes to use.”—Male, 29 ,NC

Millennial moms are a coveted demographic for marketers, but are ads missing the mark when portraying them? A recent global study found that advertisers “may be overestimating the value women place on appearances during early motherhood:” only 30% of new mothers and pregnant women would use “beautiful” to describe themselves, but 63% say marketers have used the term to described people like them. These “airbrushed version[s] of motherhood,” could cost brands consumers, as six in 10 Millennial moms stating they rather see real moms in ads instead of actors. (Campaign US)

The financial crisis has triggered distrust between Millennials and financial institutions, negatively affecting traditional banks. At first glance the future of banks looks grim: 71% of Millennials would rather go to the dentist than to the bank, 73% are more interested in financial services from Google and Amazon than established banks, and 33% believed they won’t need banks in five years. However, banks have the opportunity to cater to Millennials by putting digital first: 74% say mobile banking is very important to them, and 40% said they rather communicate with banks via email and websites. (Avoka

When we asked Millennials and teens what would make them eat at McDonald’s, customization and variety was one theme we uncovered, and the chain is making changes to give them what they want. The brand’s new “Create Your Taste” effort uses touch-screen kiosks that allow for ordering one-of-kind burgers with “multiple bun options, specialty sauces, and unique toppings.” Presentation and quality are also on par with fast casual restaurants: burgers and fries are served in “trendy metal mesh basket[s],” and the ingredients are reportedly “of shockingly good quality.” The update is a continuation of McDonald’s turnaround plan, which introduced all-day breakfast last year and revived sales. (Business Insider

Brands looking to work with digital influencers should take note: There is actually a possibility of being too popular online. Once social media influencers reach a “critical mass” of followers, audience engagement begins decreasing, and continues to drop as their follower count rises. However, “micro-influencers,” or accounts that have a following between the 10,000-100,000 range, “get an average of two-to-five times more organic engagement per Instagram post, compared to those with more than 100,000 followers.” For these micro-influencers, sponsored posts take a back seat to their personal content, creating a more authentic tone—and they  may present a “sweet spot” for marketers. (Digiday

Obsessee is a media brand with no publication and no website, and it could be the future of magazines for Gen Z. The “fashion-focused digital entity” tailors content to each of the various platforms it lives on, which currently includes Snapchat, Facebook, Instagram, Twitter, Pinterest, Tumblr, Spotify, Periscope and Google Plus. This native content multi-platform approach was conceived when research showed 14-22-year-olds avoid websites, prefer content on social media channels, and would rather get information from individuals instead of brands. Obsessee conversational, positive content targets Gen Z values: “approachability, inclusivity and authenticity.” (Fashionista

Quote of the Day: “I like shopping at Trader Joe’s, because it’s a fun alternative to the usual chain supermarkets to pick up specialty items that are tasty.”—Male, 33, MD

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