Nielsen highlights some key media attributes of today’s American teen. What is most notable about this generation from a mobile perspective is that they are the first to have “grown up” with technology, a defining factor that must be considered when looking at Millennials.
According to Nielsen, Kids Today…
- Are the Heaviest Mobile Video Viewers: On average, mobile subscribers ages 12-17 watched 7 hours 13 minutes of mobile video a month in Q4 2010, compared to 4 hours 20 minutes for the general population.
- Are More Receptive to Mobile Advertising than their Elders: More than half (58%) surveyed in September 2010 said they “always” or “sometimes” look at mobile ads.
- Out-Text All Other Age Groups: In Q1 2011, teens 13-17 sent an average of 3,364 mobile texts per month, more than doubling the rate of the next most active texting demo, 18-24 year olds (1,640 texts per month).
- Talk Less on the Phone: Besides seniors 65-plus, teens talk the least on their phones, talking an average of 515 minutes per month in Q1 2011 versus more than 750 minutes among 18-24 year olds.
- Grew Up in the Age of Social Media—and It Shows: While they make up just 7.4 percent of those using social networks, 78.7 percent of 12-17 year olds visited social networks or blogs.
- Watch Less TV than the General Population: The average American watched 34 hours 39 minutes of TV per week in Q4 2010, a year-over-year increase of two minutes. Teens age 12-17 watch the least amount of TV on average (23 hours 41 minutes per week).
- Spend Less Time on their Computers: American 18 year olds averaged 39 hours, 50 minutes online from their home computers, of which 5 hours, 26 minutes was spent streaming online video per month.
Mobile entertainment continues to grow among teens and other young people.
Teenagers 12-17 watch almost twice as much mobile video as other mobile viewers — 7 hours and 13 minutes versus 4 hours and 20 minutes for every one else, according to the Nielsen Company.
Better news for marketers: Nielsen says youngsters are more accepting of mobile ads than older users. Almost 60% say they “always” or “sometimes” look at mobile ads.
As other studies have shown, young people also do a lot more texting and less talking on the phone. In the first quarter, teens 13-17 sent an average of 3,364 mobile texts per month, more than doubling the rate of the next-most active texting user group, 18- to-24-year-olds, who tap out 1,640 texts per month.
Also — as other studies continue to show — teens don’t use their mobile phones for what was assumed to be the primary activity of those devices. Teens talk on their phones on average 515 minutes per month, while their slightly older friends — 18- to-24-year-olds — spend 750 minutes a month talking on the phone.
They also watch less TV than the general population — 23 hours and 41 minutes a week, according to fourth-quarter 2010 survey findings — versus the average American who spends 34 hours and 39 minutes per week with the TV.
They also spend less time on their computers, according to Nielsen — 39 hours and 50 minutes a week, with 5 hours and 26 minutes spent streaming online video. And while they represent just 7.4% of all those who use social networks, almost 80% of all 12- to-17-year-olds visit social networks and blogs.
“It’s not cool anymore to SMS”
says Eelco Blok, chief executive of Dutch telecommunications company Royal KPN NV, acknowledged on an April earnings call. The company reported its youth-oriented brand, Hi, saw an 8% decline in outgoing SMS or text messages per customer in the first three months of this year compared with the first quarter of 2010.
Read more: http://on.wsj.com/maQ8d3
Recently Forrester released a report called “Five Mobile Imperatives”. In it, they listed a series of tasks that mobile shoppers often perform. See attached slide. What we found most interesting about the slide is that the complexity of the shopper task is directly related to how far down the purchasing path the shopper is. For example, locating a nearby store is relatively simple, often accomplished through search results or google maps. Something most mobile smartphone users are comfortable doing. But as we move down the list we see that more complicated tasks, such as search for store inventory, is an action a shopper performs who has left the info gathering phase and has moved into the purchasing phase.
Mother’s Day is the second largest U.S. consumer spending holiday1. As we’ve discussed inprevious posts, the mobile device has become a trusted shopping companion for many users and this Mother’s Day consumers once again turned to mobile to help them find the perfect gift for mom. Google analyzed both mobile and desktop search behavior in the days leading up to Mother’s Day and here’s some initial findings:
- On Mother’s Day 2011 (May 9th), 33% of Google search queries on the term “flowers” came from mobile devices.
- Mobile search queries for “flowers” both on Mother’s Day 2011 and in the week leading up to the holiday increased by over 100% compared with the same periods last year.
- In the week prior to Mother’s Day desktop searches for “flowers” increased from Monday to Friday, then declined on the weekend, while mobile queries steadily increased all week and maxed out on the weekend. While this is in line with general mobile/desktop usage trends, on the weekend of Mother’s Day, the increase in mobile searches on “flowers” was much higher that usual, as last minute shoppers scrambled to find a bouquet for mom.
- Google searches on “mother’s day gifts” were relatively consistent across mobile and desktop suggesting that perhaps flowers were the last minute purchase of choice for many Mother’s Day shoppers.
Mobile technology is clearly changing the way businesses engage their consumers. In response to Mother’s Day activity, Rich Lesperance, Heads of Online Marketing at Walgreens, commented: “Mobile is critical to our long-term goals of reaching customers and building relationships. Our shoppers are busy and on-the-go, and mobile is the gateway to provide them information, access and service when they need it. This is especially true for last minute shopping around important holidays like Mother’s Day.”
Over the course of the year, our collaboration with Digitas will look at a range of mobile trends to better understand how the advancement of mobile technology and smartphone adoption impacts consumer behavior. We look forward to sharing them with you.
1National Retail Federation survey, April 2010
Posted by: Torrence Boone, Managing Director, Google Agency Business Development
It seems that AOL and Nielsen Online have developed a new report called ““Content is the Fuel of the Social Web” which analyzed more than 10,000 social media messages to better understand consumer behavior in regards to sharing content online. While the overall results aren’t surprising, one thing the study did find is that 93% of internet users turn to email to share content, while 89% use social networks and 82% use blogs. The other important point to be made here is that people DO NOT share content through corporate channels, they share content through personal channels, e.g., social networks. See the full article.
Source: Internet Retailer, Kevin Woodward, May 12, 2011
Few marketing channels have the utility and reach of text messaging, industry observers say.
“The appeal of text messaging is that it’s so universal,” says Mark Beccue, senior analyst at ABI Research. Almost any mobile phone can send and receive text messages, he says. This ubiquity means that retailers operating a mobile commerce program do not need to worry about developing mobile apps that run only on certain smartphones, such as an iPhone or Android device, Beccue says.
However, a retailer’s text-messaging program should not consist solely of a list of mobile numbers and sending an occasional short message, he says. There are best practices that can make text message campaigns more effective, Beccue says.
For instance, retailers should personalize the messages as much as possible based on shopper behavior. For example, a retailer might tap into a shopper’s purchase history and note how often the consumer bought a particular product. Then, as the point in that product’s purchase cycle approaches when the consumer is likely to be seeking a replacement, the retailer could send a text offering a coupon for that product, Beccue says.
To keep things simple, smaller merchants especially will want to enlist the help of a third-party vendor, says Nitesh Patel, senior analyst at Strategy Analytics Inc. That’s because many small retailers lack the resources to create a mobile-messaging program, he says.
Retailers also need to ensure their programs comply with laws governing unwanted spam texts, and would rely on vendors for this, says ABI’s Beccue. Spam complaints can lead mobile carriers to block a retailer from using their networks to send consumers text messages, he says.
Retailers drive traffic and sales with text
Up to 35% of consumers who have opted in to receive targeted promotional text messages from a retailer or brand subsequently visit that store or e-retail site, according to research conducted by Placecast Inc., a vendor of text-based marketing services.
And among consumers who visit a store or web site, up to 34% report redeeming the coupon or promotion offered in the text. Placecast surveyed a panel of consumers to understand their actions and also analyzed its clients’ redemption data and analytics to come up with its findings.
Placecast CEO Alistair Goodman says redemption rates can vary, from 11% on the low end to more than 65% depending on how appealing the offer is. “We’ve seen some outliers, as high as 65%, when a retailer delivers a great promotion for an impulse item,” he says.
Placecast clients include outdoor gear retailer The North Face and apparel retailer White House Black Market. The North Face is a unit of VF Corp., No. 138 in the Internet Retailer Top 500 Guide. White House Black Market is a unit of Chicos FAS Inc., which is No. 129.
AT&T also entered a partnership with Placecast earlier this year to provide consumers a way to deliver messages from retailers or brands to AT&T customers when they are near store locations or stores that sell the brand’s products. A consumer within a certain geographic range of a Kmart store, for example, may receive a coupon or other offer to redeem with the retailer. Or the consumer might receive an alert from home cleaning products manufacturer S.C. Johnson about a special on its Pledge furniture cleaner at the nearby Kmart. Up to 90% of consumers surveyed indicate they find the text message alerts useful.