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: “For Halloween I’m dressing up as Erlich Bachman from the HBO show Silicon Valley.”—Male, 24, IN

Time has released their annual list of the 30 most influential teens. This year’s cut was chosen by “global impact through social media and overall ability to drive news,” and ranges from the dancing 14-year-old made famous from Dance Moms and Sia’s latest music videos, Maddie Ziegler, to 16-year-old founder of a high-end lacrosse equipment company, Rachel Zietz, to 17-year-old poster child “in America’s culture war over LGBT rights,” Gavin Grimm. Also making the list is 17-year-old app developer Ben Pasternak, who we spoke to earlier in the year. (TIME

The Uber for orchestras is aiming to get Millennials hooked on the classics. Groupmuse is a service that hires “young classical musicians to play small concerts in living rooms across the country.” Consisting of two 25-minute sets, the combinations of music can span a wide range: “We’ve had Dvorak and then string quartet arrangements of Guns and Roses.” The founder, Sam Bodkin, blames “steep entrance cost[s] to stuffy symphony halls” and the association that classical music is “boring,” for the lack of interest in Millennials. 70% of Groupmuse’s users were born in 1980s and ‘90s, and Bodkin has plans to partner with other classical music institutions to further spread interest. (WIRED)

Millennials are abandoning ship on shows that are just too hard to watch. A new study from TiVo found that more than half of Millennials have stopped watching a show because it was too “burdensome to access — i.e. not enough episodes were available to catch up on, episodes were behind a paywall or moved platforms,” or other obstacles. 91% of Millennials have active subscriptions to at least one streaming service, and their easy access to content has turned them off to the idea of having to put in effort to watch a show, especially when they think: “There are four other shows I can go watch right now.” (Variety

A brewer is targeting young and curious drinkers with an Instagram campaign that is the first of its kind. London brewer Fuller’s has strategically placed “blank” outdoor posters that encourage the viewer to take an Instagram and use filters to find hidden messages. The #FindFlavour campaign is promoting Fuller’s Frontier craft lager, and is backed by the insight that “social beer drinking is dominating across platforms, with fans sharing experiences, love of flavour and designs.” Participants who snap and hashtag their hidden message will get the chance to win movie tickets or free beers. (Morning Advertiser

A new augmented reality game is making little entrepreneurs out of kids. Osmo Pizza Co. uses an iPad camera and a simple mirror to mimic the experience of running a pizza shop for five to 12-year-olds. Players use physical objects to create pizza orders and exchange currency, that the iPad picks up on and translates into the game. They can also use their profits to upgrade their shop and level up. The game teaches math and emotional intelligence, as well as two important aspects of startups: making the consumer happy and growing a company by reinvesting money earned. (VentureBeat

Quote of the Day: “I would want anyone that is not named Clinton or Trump to be the next president.”—Male, 23, NY

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