Among users of mobile devices, smartphones and tablets, Millennials are significantly likelier to respond to mobile ads in an array of ways when compared to Gen Xers, according to Marketing Charts. Millenials are individuals aged 16 to 34 and Gen Xers are individuals aged 35 to 54.
The research was based on a study conducted by Millenial Media/Opinion Research and involved a survey of 4,018 mobile owners aged 16 and over who possess a smartphone and/or a tablet and who reside in the United States, the United Kingdom, France, and Germany:
- France: 1,002 participants
- Germany: 1,012 participants
- U.K.: 1,002 participants
- U.S.: 1,002 participants
According to the Millenial Media/Opinion research, respondents were equally split by gender. The breakdown by age groups was:
- 16-34 years of age: 28 percent
- 35-54 years of age: 38 percent
- 55 years of age and older: 34 percent
When asked if a mobile ad prompted a purchase, Millienials, more than other groups indicated it had:
- Millenials: 23 percent
- Respondents Overall: 14 percent
- Gen Xers: 13 Percent
Of those surveyed, 74 percent used both smartphones and tablets, 21 percent used smartphones only, and 5 percent were tablet-only users. Interestingly, tablets were likelier to elicit a response from Gen Xers, while smart phones were likelier to elicit a response from Millennials, according to the Millenial Media/Opinion research.
The report authors note that value was the focus of the research project and that, in attempting to understand “consumers’ value exchange with mobile ads,” they looked at broader issues beyond financials. “The most important themes for marketers are mobile’s emergence as a brand awareness tool and the most effective channel for driving specific actions and engagement with consumers.” The authors point out that, “Mobile is now the remote control at the heart of our lives, and consumers know the value that this holds for brands trying to engage them.”
Advertisers aware of issues relevant to consumers will be better able to “deliver true value.” Also, those brands seeking to reach specific audiences in specific places must use their available data in more sophisticated ways and must layer “that data to build audience profiles that are founded on context and relevance.”
The writer of one of the report’s two “Foreword” sections, Alex Kozloff, Head of Mobile, IAB, United Kingdom wrote that the research reveals “how consumers seem to be one step ahead of the advertising community,” noting that most (63 percent) believed it is fair to be shown ads on mobile devices in exchange for free access. A whopping 48 percent expect ads to be targeted to their interests.
“There is a huge opportunity for advertisers to do more than just the basics on mobile to leverage their data and make mobile the central way they communicate with target audiences. Research like this is an invaluable way to help advertisers take the next step in mobile, and meet the high expectations of the mobile consumer,” Ms. Kozloff adds.
Mobile Ad Responses, by Age Group; July 1, 2015; by MarketingCharts staff. Source: Millenial Media/Opinion Research