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Generation C: Bolstering Mobile Momentum

Posted by Kamal Kaur on November 29th, 2012 at 11:17 am

Mobile smartphones for today’s consumers are what Swiss Army Knives have long been for outdoorsmen—a multi-functional tool, whose features are used both for utility and for enjoyment. And while the everyday battles of urban survival may seem trivial, smartphone users’ behaviors continue to suggest that mobile applications play a significant role in the day-to-day bustle. From playing the latest trending games and watching hot off-the-press videos, to deep dive comparison-shopping, mobile users engage with and consume content in a number of ways.

Last month, a survey of Generation C mobile users conducted by RadiumOne found new insights into the ways that consumers are responding to and interacting with mobile advertisements.

Research highlights include:

  • 47% of respondents indicated they have clicked on a mobile advertisement
  • 55% have made a purchase on their mobile device in the last 6 months
  • 35% have used mobile payments in-store
  • 55% have used their mobile device to comparison shop at least once per week

Mobile has also reinvigorated the sharing of coupons and offers with family and friends. When asked how frequently these mobile shoppers share coupons, sales, and promotional offers with their direct social networks and family members, just shy of half of the surveyors said they used their smart phones for this purpose approximately 1-6 times per month.  This shows that sharing offers is not only a phenomenon of face-to-face interactions and desktop display channels, but it is also happening at an increasing pace on consumers’ mobile devices.

Generation C, which is comprised of adults 18-34, pro-actively leverages mobile advertisements as a form of peer-to-peer sponsorship for certain products and sales offerings. A whopping 79% of respondents revealed that mobile purchases are largely driven by personal recommendations and sales based content. This observation in and of itself should capture the attention of advertisers strategizing their next mobile campaign. These statistics overwhelmingly support the broad impact social influence continues to have on mobile platforms. With tools such as RadiumOne’s audience amplification technology, ShareGraphTM, advertisers can leverage their current consumers as brand ambassadors to promote products more robustly and contextually. Strong media partners who possess access to first-party data offer a competitive advantage in delivering mobile-based campaigns, as they are able to act and make decisions in real-time.

The same study also took a deeper dive into consumers’ common smartphone behaviors. Turns out, there isn’t equality among the apps. The survey found that for a majority of users, mobile apps act as a direct substitute for traditional forms of entertainment. The two most popular app categories were gaming and entertainment and social networking.

As Generation C continues to rely on their phones more and more, there is no doubt that their tastes will be refined and advertisers will create new ways to interact with this growing audience. Advertising campaign messages and branding schematics applied to traditional and display campaigns may in fact have to be re-directed to suit the tastes of the next generation of mobile consumers.

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