While mobile shopping and advertising have caught on in the U.S. it’s the younger generation(s) that are really driving this phenomenon. Younger mobile users appreciate the convenience of smartphones for shopping, but Baby Boomers are very sure they don’t like ads on their devices.
Even though data shows the smartphone is used for shopping & tablets dominate the actual purchasing, less than half as many Boomers as Millennials shop for deals on their mobile phones. Also, while the younger generation and some Millennials use a mobile device as their primary web access, Baby Boomers still favor Personal Computers.
So if your customer base is predominantly of the baby boomer generation, ages 50-69, your mobile marketing budget probably isn’t helping you much. Now as they say, “don’t get it twisted”, it’s not because senior citizens aren’t using digital devices. An eMarketer survey taken this past summer shows about 64% of the baby boomer generation uses a smartphone and even 40% of folks over 65 are mobile.
Despite these numbers, a survey by Experian Marketing Services indicates the way Boomers use mobile is significantly different than their younger counterparts. Findings show that 53% of Millennials (18-34) and 46% of Gen Xers (35-49) said their mobile phone connects them to their social world, only 28% of Baby Boomers agree. Boomers are also significantly less likely to agree that text messages are as meaningful as voice conversations.
A meagre 7.9% expressed a willingness to buy products advertised on mobile. A measly 5.2% were interesting in receiving ads on their mobile device. Translation, a whopping 94.8% of Baby Boomers don’t want to see any of your ads!
If Baby Boomers are your target market, you might want to think twice before investing heavily into mobile.
Read Article (Ellen Vessels | theamericangenius.com | 09/24/2015)
A fact seldom reported is when most of the younger generation and Millennials reach the (50-69) age group, they will also tend to favor the Personal Computer for getting online. Screen size will always matter.
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