Mobile Marketing Sweet Spot: 18-24 Year-Olds
ADOTAS – Usage of picture and video phones is up about 17% for all adults and 90% of adults reported that they regularly or occasionally use a cell phone, according to recent findings from BIGresearch, in a study of almost 16,000 consumers. The study found that most adults are still wary of mobile ads – the demographic most open to mobile advertising is overwhelmingly 18 to 24 year-olds.
About 6.9% of adults reported that video on cell phone influences them to purchase electronics; 6.4% said text messaging did. (For a point of reference, word of mouth is #1 with 42.6%.)
But the sweet spot — the 18-24 year-old segment — is a wide-open target for mobile marketers. The percentage of young consumers influenced more than doubles for both forms of cell phone media (14.2% for video and 15.9%for text messaging).
“Given the state of our economy, mobile advertisers have a unique environment in which to build strategies that influence consumers to buy via their cell phones, especially the media elusive 18-24 year old segment,” said Gary Drenik, president of BIGresearch. “More robust cell phone technology allows consumers to receive promotional offers and connect to their favorite Internet shopping site all within minutes and without having to fuel up on gas.”
Understanding how consumers use cell phones is also critical in developing mobile marketing plans, BIGresearch argues. According to the analysis, cell phones are much more likely to trigger an online search for young consumers than all adults (21.8% v. 8.3%) as is text messaging (15.3% v. 4.8%).
The 18-24 year old set is also more likely to download to a cell phone than the general market (31.6% v. 15.9%).
Interestingly, more than half (50.5%) of 18-24 year olds communicate with others about a service, product or brand via cell phone (compared to 29.6% of all adults), second only to face-to-face communication (66.9%). They are also almost three times as likely to communicate through text messaging than all adults (30.7% v. 10.8%).
BIGresearch is a consumer intelligence firm that provides analysis of consumer behavior.
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