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: “When I order takeout or delivery, I’ll order almost anything as long as it can be split into multiple meals.” –Male, 27, FL

There’s good news and there’s bad news. Though the CDC reports that traditional cigarette use fell to a record low last year, electronic cigarette use continues to increase quickly for young consumers. E-cigarette use among high schoolers grew from 4.5% in 2013 to 13.4% in 2014. The product’s increasing accessibility could be contributing to the rise of its use, and theafter effects of the new chemicals in e-cigs are still largely unknown. (The Daily Beast

One teacher is finding out what is really going on in her students’ lives, thanks to a project that is now going viral. After Kyle Schwartz asked her students, many from underprivileged households, to write down something they wished she knew about them, she received revealing notes about their home and school life. One child shared that they don’t have pencils at home to do homework, while another confided that they don’t have a friend to play with. Schwartz has been sharing their notes on Twitter using the hashtag #IWishMyTeacherKnew, and encouraging other teachers to do the same. (The Daily WhatCNN)

Mattel is hoping to use crowdsourcing to find their next big toy. They’re asking members of product co-creation platform Quirky to “invent the future of play” and submit innovative new ideas for the company’s biggest brands, from Hot Wheels to Barbie. The project is a part of Mattel’s turnaround efforts, and the toys, games, and family products that Quirky users help create will be produced for the holiday season. We’ve said before that co-creation is the future of products, and 81% of Millennials say that they would be interested in helping a brand or company design a new product. (KidscreenEntrepreneur

Are Millennials that different from previous generations? Comparing Pew Research Center data from 1976-1979 and 2010-2013 shows that 18-34-year-olds today are less likely to expect work to be a central part of life than Boomers did when they were the same age. Almost double the percentage of Millennials expect that they’ll go to grad school, and are more likely than Boomers were at that age to say they “attend college to make more money.” (New York Times)

Museums and other art experiences are being Millennialized as young consumers’ spending clout grows. But exactly what kinds of art events appeal to them most? Ticketing platform Eventbrite surveyed members of the generation who attended a performing or visual arts event in the past 12 months to find out their preferences. Unsurprisingly, 66% prefer events with food. They’re also looking for unique experiences: 63% prefer events that are different from others they’ve attended. (Eventbrite)

Need to keep up with social media usage? Ypulse tracks social media trends in our monthly surveys, and we found that Vine, Instagram, and Snapchat have seen steady growth since November 2013. Finishing out 2014, 16% of Millennials were on Vine, 50% on Instagram, and 40% on Snapchat. Our Silver and Gold subscribers can find helpful visuals that detail our tracked trends in the Data Room on Ypulse.com. (Ypulse)

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