Marketers and the Mobile Generation Gaps

Which mobile device do you prefer, and what does that say about you and your generation?

A study conducted by Affinity Research revealed a generational gap dividing users based upon their mobile device preference – which was the most comfortable for them? Despite the differences, eMarketer said that over 91 million consumers in the US are now accessing the Internet via their mobile device at least once a month. This is a big jump from the end of 2010 figure – 77.8 million US-based mobile Internet users. This is important to know for your retail sales marketing, but also very important in targeting these generational groups through all of your social media marketing efforts as well.

The study and analysis revealed some interesting measures, including stats showing different mobile device preferences attributed directly to the generational group to which one belongs. Older consumers favored tablets and e-readers as their Internet-connected mobile devices of choice while the younger users gravitated toward the use of their smartphones.

According to Affinity, more than any other consumer age group, Generation X users are most likely to own a tablet. However, another study conducted by GfK MRI showed that the addition of e-readers into the tablet category showed that the usage rate by Gen Xers could be much higher. For example, the GfK MRI report revealed that Gen X users were actually 25% more likely than other US adults to own either an e-reader or mobile tablet device.

So what drives the tablet-based mobile device preference of the Gen X users? All these studies would suggest that income may be a big influence – compared to older senior users, as well as younger users who might not be able to afford the tablet devices. Further study of the results show that wealthy Gen Xers were more likely to own newer more powerful devices across the board, with 63% of Gen Xers with annual household incomes of $100,000 or more, much more likely to own a tablet PC than other lower-income Gen Xers. It is important for marketers to note that more Gen X males were likely to own tablets than their female counterparts.

However, both the GfK MRI and Affinity studies showed a strong preference among Baby Boomers to own e-reader type devices. The GfK MRI study further showed that Baby Boomers were more likely to own a Kindle than Millennials and Gen Xers. The Affinity Research report showed that on average, Boomers were 19% more likely to own an e-reader than other consumers. Industry experts feel the growth in e-reader ownership within the Baby Boomer generation might be due to the basic and straight-forward nature of e-reader devices – so think ease of use! Again, marketers should also note that within the Baby Boomer generation, e-reader use is slightly more prevalent with the female consumers than with their Boomer male counterparts.

Both studies showed that the Millennial group was less likely than either the Boomers or the Gen Xers to own a tablet PC or e-reader. This younger generation surpasses both groups in its adoption of smartphone devices for Internet access. Among the many labels attributed to this group by marketers are the aptly descriptive “Gadget Generation” and “Digital Natives.” Millennials are shown to be 28% more likely than other consumer group to own a smartphone. In fact, 46.5 million Millennials already own one and use it regularly to access the Internet. Another 24 million Millennials are planning to purchase one within the next six months. According to a study published by the folks at Pew Internet & American Life Project, marketers should note that the younger end of the Gen X spectrum and the Millennials own more smartphones than device users over the age of 35.

The Boomers were born generally between 1946 and 1964, from there to 1981 encompasses Generation X, which is followed by Generation Y or the Millennials until about 2000, and then Generation Z mostly born in the new century and also known as the Internet Generation or Generation Text! There is a lot of overlap based on many factors, but when digesting all the new mobile device data available to marketers understanding access and motivation for each of these groups is essential. Experts at eMarketer had previously predicted that US-based advertisers would spend over $1.6 billion on mobile digital advertising through 2012, but the actual expenditures are proving up as much as 80%, and expectation now is for the US mobile ad spend to be more than $2.6 billion with about half going to Google! Mobile marketers can make certain that they spend wisely enticing these four generational groups if they take into account the usage preferences and demographics published in these studies. Now get busy analyzing and adjusting your mobile plan!

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