Rosetta | Use Mobile Marketing to Engage with the Millennial Generation
 

Rosetta | Use Mobile Marketing to Engage with the Millennial Generation

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Learn how connected devices play an integral role in reaching the Millennial generation online and on-the-go. Rosetta provides tips on how to utilize mobile marketing to grab the attention of these ...

Learn how connected devices play an integral role in reaching the Millennial generation online and on-the-go. Rosetta provides tips on how to utilize mobile marketing to grab the attention of these early adapters and make them a loyal customer to your brand.

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Rosetta | Use Mobile Marketing to Engage with the Millennial Generation Rosetta | Use Mobile Marketing to Engage with the Millennial Generation Presentation Transcript

  • CONFIDENTIAL Copyright 2013 ROSETTA. This document is confidential and proprietary property. Please do not forward or release this document without prior consent from ROSETTA. MILLENNIALS & MOBILE JANICE REINOLD 07.18.2013
  • 2 Millennials Are Addicted to Their Mobile Phones Millennials are the mobile generation. They are the first generation to come of age during the digital revolution, making them early adopters and heavy users of connected devices. The Millennial generation refer to their mobile phone as the centerpiece of their life. Unlike the older generation, Millennials have a need to constantly stay connected as it ties to all aspects of their life – both socially and professionally. When a Millennial loses their phone, they lose their life.3 admit using their phones while using the bathroom1 use their phones while lying in bed1 would feel anxious if they couldn’t constantly check their smartphones2 51% 40% 74%
  • 3 Millennial Characteristics §  18 – 34 year olds §  Used to communicating in short, digital characters §  Drawn to innovative visual & auditory experiences §  They trust consumer-generated endorsements §  Achievement-oriented, tech-savvy, team players, family-oriented §  59% are white §  Gender ratio: +/- 50/50 SOURCES: 4, 5 & 6
  • 4 50% would rather give up their sense of smell than a critical device. vs. Millennial Characteristics
  • 5 Millennials have the highest smartphone adoption rate among other generations1 95% own a mobile phone4 72% own a smart phone (average user 50%)4 Top Mobile Manufacturers: §  Apple (31%) §  iPhone (16%) §  Samsung (22%) §  Galaxy S (3.5%) §  RIM (14%) §  BB Curve (5%)7 Top 3 Tablets: §  Apple iPad §  Samsung Galaxy Tab §  Amazon Kindle Top Smartphone OS: §  Android (46%) §  Apple (34%) §  BlackBerry (15%) Web browser vs. app usage: §  Mobile browser (50%) §  Mobile app (50%)
  • 6 Millennials use their smartphone & tablet at home and on-the-go more than the average user. Mobile & Tablet Usage 70% at home (average 60%) 62% at work (average 38%) 72% while traveling (average 58%) 68% at restaurants (average 51%) 74% at home (average 60%) 26% at work (average 38%) 53% while traveling (average 58%) 34% at restaurants (average 51%)
  • 7 Most Popular Smartphone Activities 87% texting (average 73%) 80% access internet (average 70%) Voice calls are the only mobile activity that Millennials ranked lower than the average user8 85% email (average 79%) 82% voice call (average 88%) 75% access social networks (average 69%)
  • 8 Millennials Love Apps Millennials are less concerned about privacy than older generations:4 49% of Millennials decided not to install an app due to personal info concerns, which is relatively lower compared to Baby Boomers (57%) 40% have 20+ apps on their device, while the average user has less than 109 42% of Millennials spend 6+ hours per week using apps9 46+% of Millennials pay for apps Top 3 types of apps4: 48% Games (average: 30%) 47% Social Networking (average: 28%) 49% Weather (average: 33%)
  • 9 Mobile & Desktop Internet Usage use smartphones, tablets, or laptops to go online, compared to 57% of all adults.11 Top 3 websites accessed from a smartphone by Millennials12: of Millennials access the internet from smartphones (average: 36%)4 63% of Millennials access the internet from a desktop (average: 87%)13 63% 92% Google – 93% Facebook.com – 65% Yahoo! Sites– 64%
  • 10 Mobile Social Networking 98% access social media sites from their device 88% access Facebook via a mobile app iOS is most popular for accessing social networking sites +/- 11h5mins are spent on social networking sites 93% access social media sites from their device 76% access Facebook via a mobile app Android is most popular for accessing social networking sites +/- 7h3mins are spent on social networking sites Millennials Average User SOURCES: 14 & 15
  • 11 mCommerce 63% of Women lead the way in showrooming17* Top activities while shopping in-store:16 §  84% compare prices (average: 80%) §  75% take a picture (average: 66%) §  57% read product reviews (average: 51%) §  52% find digital coupons (average: 47%) 75% make purchases online or via mobile app to find lower prices16 *practice of examining merchandise in a traditional brick and mortar retail store without purchasing it, but then shopping online to find a lower price for the same 57% Think: “When I have trouble using my mobile device in-store, I assume it’s because the brand website isn’t working properly”17 53% of men are inclined to use their devices while shopping in store16
  • 12 Mobile Media Consumption of Millennials check their emails hourly on their device18 have 2+ connected devices and usually multitask – surf the web, engage with social media, email – across devices simultaneously.4 of Millennials use their tablet to read digital magazines, and 27% use their e-reader18 30+% 68% 41% Millennials are 53% more likely than US adults to use social networking sites for news consumption on their device18
  • 13 Interacting With Brands 36% of Millennials tapped into Kraft’s NFC technology campaign to download their iFood Assistant app for recipe ideas20 Millennials prefer a combination of email, search promotions and social networks when interacting with companies and brands 31% of volunteers at the Nike’s “Lace Up, Save Lives” campaign to fight HIV/AIDS in Africa were Millennials19 37% Of Millennials are receptive to cause marketing and are more likely to purchase items associated with a particular cause19 63% Of Millennials post Facebook comments while shopping20 11% Of Millennial mobile users sent a text message to receive a coupon and only 5% have clicked through a banner ad while browsing on their mobile phones4
  • 14 Mobile Healthcare of average users research on a smartphone, and 33% on a tablet daily of Millennials conduct health research on a smartphone or tablet daily of Millennials have health apps on their smartphones 36% 31% 26% Millennials use their smartphone and/or tablet for health research whereas the average user prefers the tablet SOURCE: 21
  • 15 Mobile Banking 17% of Millennials prefer to use their device for banking vs. 6% of average users 43% 29% 21% 9% 8% 35% 22% 16% 8% 6% Access bank accounts View Credit Cards Info Electronic Payments Stocktrading Insurance services Daily finance activities accessed from a mobile device Millennial Average user The higher numbers among Millennials could be as a result of having less concerns about privacy. Average users would be more inclined to use mobile banking if security was increased.
  • 16 Mobile Travel 60% of Millennials use their smartphone and tablet to access travel information22 80% 66% 71% 65% 66% 57% 49% 55% 51% 49% Look up attractions Local etiquette/ customs Important phrases in local language Local offers Local etiquette/ customs Types of information accessed via mobile devices while traveling Millennials Average User Millennials view their device as a personal travel assistant and are highly unlikely to travel without their phone
  • 17 Most Popular Smartphone Activities 29% play games (average 15%) 11% email (average 34%) 16% shopping (average 10%) 15% reading books (average 14%) 5% read the news (average 6%) 25% of Millennials own a tablet, less than the average user (27%). 48% of US iPad users prefer to use their tablet to send emails, and 55% to read emails8 Millennials play more games on their tablet while the average user watches more videos and writes more emails
  • 18 Best Practices For Impactful Brand Interactions With Millennials 1.  Millennials own multiple connected devices and multi-task: launch cross-channel campaigns considering mobile implications Millennials make instantaneous decisions, so marketers must make crucial information available on multiple platforms so that it can be accessed anytime, anywhere. 2.  Nearly all Millennials access social networks on their phone: create interactive, social-driven campaigns for the best engagement Brands need to be smart and funny when marketing to the Millennial generation. The more people laugh, the more likely it is that brands will build loyal customers and share. 3.  Millennials check their email hourly: don’t miss this opportunity to connect Reach Millennials through an email marketing program ensuring that the email campaigns are fully optimized for mobile (including click-through experiences). 4.  Deliver relevant and personalized messages to increase brand awareness The more relevant a promotion to millennial shoppers, the more likely those shoppers will be to take advantage of it. 5.  Experiment with the growing smartphone capabilities Millennials are open to adopting new features on their device. Therefore it is critical for advertisers to launch campaigns that support the latest trends in innovation.
  • 19 Sources 1)  Lookout “Mobile Mindset Study” https://www.lookout.com/resources/reports/mobile-mindset#Download, 2012 2)  Generational Insights “Nomophobia?” http://bit.ly/12t9s09, Dec 2012 3)  Camp, Stephanie, Huffington Post, http://www.huffingtonpost.com/stephanie-camp/what-does-the-millennial_b_606077.html 4)  Sverdlov, Gina. Forrester, The State of Consumers and Technology: Benchmark 2012. January 15, 2013. 5)  Shaw, Elizabeth, Forrester, Marketing To Millennials. June 14, 2011. 6)  Study on Millennials and the Media. December 2012 7)  Millennial Media’s Mobile Mix: Mobile Game Applications. January 2013 8)  eMarketer 2013. 9)  BuzzMedia, Mobile Millennials Q1 2012, February 2012. 10)  eMarketer January 2013. 11)  Pew Internet, Mar 2012. http://pewinternet.org/Reports/2012/Teens-and-smartphones/Cell-phone-ownership/Smartphones.aspx 12)  comScore MyMetrix, 18-34 yr, December 2012 13)  eMarketer, 2012 14)  comScore MyMetrix, February 2013 15)  Nielsen, Social Media Report 2012, http://blog.nielsen.com/nielsenwire/social/2012/ 16)  Sprint Report, October 2012 17)  Savitz Research Solutions, October 2012 18)  Scarborough Research: “OMG! Is Your Medium Reaching Millennials?”, 2012 19)  Smart City Memphis,”Who and What the Millennials Really Are” http://www.smartcitymemphis.com/2012/08/who-and-what-the-millennials-really-are/Aug 2012 20)  eMarketer, “Millennials in Aisle 2.0”, http://bit.ly/10o6XKA Nov 2012 21)  Pew Internet Research, “Mobile Health 2012” October 2012 22)  Frommer’s Unlimited, 2012
  • 20 THANK YOU