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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The Newsfeed

Quote of the Day: “My 2017 resolution is to improve my dog's confidence- She's somewhat fearful.”—Female, 28, PA

At some malls, teens “have worn our their welcome.” Cases of teens banding together on social media and going to malls to create chaos have reportedly been increasing over recent years. To avoid giving consumers another reason to shop online, some shopping centers—105 in the U.S. according to the International Council of Shopping Centers—have responded by imposing curfews and bans on the young consumers. The legality of such restrictions has been called to question, with the ACLU working to fight discrimination at play. (LA Times)

Millennial parents are getting by with a little—ok, maybe a lot—of help from their own parents. A TD Ameritrade survey has found that 19-37-year-olds who have kids get $11,000 on average from their parents through financial support or unpaid labor, and more than half get assistance through childcare or housekeeping weekly. But the assistance isn’t one-sided: three-quarters of 50-70-year-olds with Millennial children say they’re glad to help, and four in ten Millennials say they help their parents too, with an average of $2000 in 2016. (USA TODAYBusiness Wire)

The NFL is looking outside their traditional playbook to reach young fans. The league has partnered with AwesomenessTV for In The NFL, a new series that “lifts the curtain” to give a behind-the-scenes look at the sport. Since "a 17-year-old girl doesn't want to watch the same content as her mom or her dad,” some episodes have a young female focus, with one starring YouTube stars the Merrell twins taking a tour of a stadium, and another featuring one of the few female owners in the NFL, Kim Pegula, offering career tips to young women. (Adweek)

Can the future generation of shoppers save brick-and-mortar retail? Maybe. A new IBM and National Retail Federation study has revealed that 67% of 13-21-year-olds shop in-store most of the time, while another 31% occasionally buy from them. One analyst notes that their desire for “hands-on experience” is setting their preferences, but lack of credit cards and life stage are also likely forces deterring them from online shopping—and we predict that if fintech solutions are developed with teens in mind it could be a fatal blow for physical teen retailers. (RackedBusiness Wire

The sharing economy may be impacting Millennial spending. Research by Hammerson and retail consultant Verdict found that more than half of Millennials used a sharing economy business like Uber or Airbnb in the last year, compared to 16.2% of those over 35-years-old. Nearly a quarter of Millennials say they aren’t concerned about home ownership and would be content with renting for the rest of their lives, and when compared to those over 35-year-olds, they're two times more likely to agree that there are some products they don’t need to own and would prefer to rent. (Forbes

Quote of the Day: “My 2017 resolution is to live my life the way Carrie Fisher would have wanted me to.”—Female, 21, TX

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