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 want to be able to have, and provide for, a family in the next 3-4 years.” –Male, 20, NC

The gambling industry is (still) trying to figure out Millennials. While young travellers do seem to like Vegas, they’re not interested in playing slots, and more of their money and attention is going to technically non-gambling activities like fantasy sports. Some casinos are trying out skill-based machines that feel more like video games. According to the CEO of the Global Gaming Association “It's going to be a lot about throwing things up on the wall and seeing what sticks." (CNBC)

Digital natives have naturally integrated tech into their relationships, and teens are using texting and online flirting as a way of “dipping a toe in the ocean of romantic possibility.” But at the same time, in-person interactions remain important: 50% have flirted by friending someone on social media, while 55% have flirted by talking to their romantic interest in person. (The Atlantic)

Evidence that food is the new status symbol continues to mount. New research from Good Food magazine found that 16-24-year-olds in the UK spend more on food than any other age group, with much of that splurging spent on takeout. These young consumers are also spending more on brunch and other restaurant visits than older diners. (Vice Munchies)

Television has traditionally been relatively isolating, especially as an influx of content has made it less likely that everyone is watching the same show at the same time and time shifting has threatened the water cooler moment. But social media is making TV a communal experience again, as actors, writers, and the audience react to episodes in real time together. Social media activity is also an indication of a show’s popularity: Twitter and Nielsen have found that there is a connection between tweet volume and the size of the viewing audience. (NYTimes)

Exercise might seriously improve the mental health of bullied teens. A study from the University of Vermont found a 23% decrease in suicidal thoughts and attempts among bullied students who exercised four or more days a week. While the study doesn’t necessarily prove that exercise reduces sadness and suicidal tendencies, it is “an important first step” in connecting the two. (Common Health)

Quote of the Day: “I don't have kids, so my financial goal is to save the money I need to take the trips I want to take.” –Female, 25, FL

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