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Came across this interesting article below and thought it would be good to share. Hope you enjoy it. If you fancy a further chat about it or any other marketing challenges you are facing, do get in touch
Richard Forman Mob 07803 796422 Email [email protected] web frankvirtual.com
A study designed to help marketers engage the right generation on the right screen has found marked differences across generations in respect of how generations use digital devices to perform daily activities, to consume content, and to shop online.
The study, Getting Audiences Right, from Millward Brown Digital, a leading digital expert in helping clients grow great brand, provides new insight into Millennials, who have become the ‘mobile-first’ generation and are more smartphone-centric than older generations. Looking at variances in device use, 77 per cent of Millennials use a smartphone daily; that figure drops to 60 per cent for Gen X and 42 per cent for Baby Boomers. Mobile use among Millennials comes at the expense of TV and laptops: 77 per cent of Millennials watch TV daily, compared with 86 per cent of Gen X and 91 per cent of Baby Boomers. Similarly, 58 per cent of Millennials use a laptop/PC daily, compared with 67 per cent for Gen X and 71 per cent for Baby Boomers. Tablet usage remains lower than other screens, with Gen X slightly leading the pack. Screen size and device speed and performance were cited as the key factors influencing screen usage.
“Millennials and Baby Boomers have adopted different screen habits,” said Joline McGoldrick, Research Director at Millward Brown Digital. “Understanding these differences is critical for successful targeted marketing.”
The study also shows that task length impacts screen preference: 81 per cent of consumers across generations prefer to complete five minute tasks via smartphone. That number drops to 43 per cent for tasks that take between 10-20 minutes – indicating even mobile Millennials prefer laptop/PC for many high-involvement tasks.
Millward Brown Digital identifies several key findings to help marketers get audiences right:
Daily Activity: Each generation shows different device preferences for daily activities.
Entertainment: Millennials spend more time consuming content on new media platforms such as Netflix and YouTube while Boomers are more TV-centric. Gen Xers continue to fall in between.
Shopping Behaviours: When it comes to shopping, screen preferences vary by industry.
“With such marked differences across generations, marketers need to ensure that their marketing investments match their audience’s screen preference,” says McGoldrick. “This investment has to be for the present and for the future. So while audiences are shifting to mobile, for now they still rely on laptops and PCs for many content and purchase activities.”
The study, conducted online, surveyed more than 1,000 respondents in the US who own or have access to a smartphone or tablet, and explores the digital and mobile habits of three generations: the Millennial Generation (adults 18 to 34); Generation X (adults 35 to 50), and the Boomer Generation (adults 51 to 69).
Summary - As a founder of frank virtual, Richard has brought his wealth of marketing and advertising experience to a thriving and vibrant business. He has also ensured that he is surrounded by a…
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