A recent mobile marketing survey from mobile interaction and payment agency mBlox researched how young people aged 18 to 24 respond to mobile advertising, and also gauged their willingness to purchase via cellphone.
For instance, 18 percent of respondents said they prefer to purchase products on their phones rather than via PC. This is an extremely important fact if you're a business that has yet to tap into the mobile market. With the advancements in smartphone speed and convenience, younger people are now turning to the device that's most accessible to make purchases.
It's also important that marketers realize 89 percent of young adults spend between one and five hours per day on their mobile devices. That means in some cases, businesses are missing out on attracting traffic on technology that's being used during about 20 percent of a person's day. What's more, one in 10 respondents spend between five and 10 hours per day on a smartphone.
Because of their willingness to purchase via mobile, you may want to consider sending young users promotions for products. These may be distributed via email or text message, as around 33 percent of respondents said they'd like brands to send them discounts and deals on their cellphones.
"Brands need to get it right the first time," explains Michele Turner, CMO for mBlox. "There are extraordinary opportunities open to them, especially with location-based marketing where customers are targeted when they are in the vicinity of a brand's store. This has huge potential to drive large sales volumes at key selling times."
The Super Bowl is one example in which mobile calls to action may have resulted in actual sales. According to Google's mobile blog, 41 percent of U.S. Google searches related to the game's ads came from cellphones. In addition, Super Bowl ad-related searches rose 2,700 percent from the week leading up to the game, as well as on game-day.
However, security remains a primary barrier for not following through with purchases on mobile. MBlox found that 27 percent of those polled wouldn't buy products using their cellphones because of security concerns. Furthermore, 66 percent said they didn't want brands to know their location, and more than half worry that their credit card information will be stolen.
"Companies need to recognize that mobile phones are very personal devices and consumers will only invite brands to communicate to them via their phones under their own terms." Turner adds. "As an industry, we have a responsibility to offer opt-in, consented mobile marketing to ensure that consumers aren't put off at the very beginning."