Today, new insight has been shed on using mobile for engaging Millennials, thanks to a study from Oracle. This particularly active mobile audience presents a trove of opportunity for marketers—even those who aren’t interested in directly marketing or selling to Millennials—so long as they keep in mind that the dominant force in mobile marketing is no longer ad placements: It’s apps.
So why should content marketing professionals be concerned with mobile Millennials in the first place? According to Oracle’s study, 85 percent of people ages 18 to 34—a perhaps slightly wide, but still fitting window to describe “Millennials”—currently own a smartphone. This majority population, coupled with the fact that smartphone sales to this audience rose 23 percent in 2014 over the previous year, demonstrates both a pervasive presence and interest in mobile for the age group.
While this popularity is of little surprise to most anyone who has walked on a sidewalk or waited in a line at the grocery store behind texting, tweeting, or sharing Millennials, the natural question to arise next is: “What exactly are Millennials using their phone for?”
According to Oracle, Millennials use their devices for a wide range of activities, from paying bills to searching local businesses to interacting on social media and beyond. Predominantly, these activities are done through apps, as opposed to interaction with a more general phone browser. Of this app usage, the top three reported uses were “uploading media content” at 75 percent, “purchasing a product” at 74 percent, and “transferring money to a friend” at 61 percent. It is also of interest to note that for every activity across the board, there was an almost exactly 2:1 ratio of users reporting they used the phone version of apps over tablet versions.
That said, apps present some barriers to brands, largely in that they require constant development and maintenance, which costs money. Here are some ways to put apps to work and recognize ROI:
For brands that are lacking in the app department, consider finding ways to incorporate existing apps into your mobile marketing flow through social media integration or by seeking out ways to partner/utilize apps that will improve your audience’s experience with your brand.
Still unsure about how apps can fit into your marketing efforts? Check out Skyword’s free Content Performance Management guides for insight into what channels can help you most!