Millennials driving new mobile advertising

Millennials are moving to a “mobile-first” world, according to analytically firm Quantcast’s new report ‘Mobile and Me - The Remodelled Brand Opportunity’, which highlights the opportunities it brings for brands and retailers.

According to the report, 64 percent of consumers surveyed had been influenced to purchase from a mobile advertisement, this then rises to more than 80 percent of millennials, aged 16-34 years old, showing how important it is to tailor mobile advertising to drive retail sales.

More than 43 percent of millennials are more like to buy from an organisation that sends them relevant advertising on their mobiles, while, 76 percent of them are more accepting of relevant ads on their mobile device. The research also found that 37 percent of millennials believe people’s awareness of brands is heightened by advertising on mobile devices.

Highlighting the usage of mobiles in millennials lives, the report reveals that consumers are using their smartphones to research purchases up to five times a day, with more than 50 percent of millennials using their mobile as a research tool. In addition, millennials make an average of two purchases a week through their mobile and almost half, 48 percent confirmed that they would be more influenced by more creative advertising.

Quantcast UK managing director Matt White, said: “We know mobile advertising works when delivered in the right context and is relevant – it drives brand engagement. The report reveals the gap between the ads delivered to consumers and their high expectations from brand advertisers.

“Consumer behaviour on mobile has evolved. With 45 percent of millennials using mobile devices to shop during their time spent relaxing, they have higher expectations of mobile ads and rightly so, demand more relevancy and creativity from brand advertisers.”

White added: “The report clearly shows that the brand opportunity on mobile has been remodelled through consumer behaviour and interaction with their mobile devices. Today’s successful marketers are using data to identify consumers in the research phase, presenting them a clear opportunity to deliver relevant mobile advertising. In turn, driving awareness and direct response through a holistic desktop and mobile web ad strategy to influence behaviour.”