Recent studies by Scarborough demonstrate that while many people are receptive to being marketed to through their mobile devices, ads are not favorable as the medium for that audience. It was found that only 13% of consumers are considered “mobile ad-friendly shoppers”. That means that large swaths of mobile shoppers are not conducive to the ad appearing on their portable devices.
This means that reaching out to audiences requires a method that goes beyond the simple banner ad or pop-up in the mobile experience. Reaching the majority of a target audience that skews to younger, more tech-savvy shoppers requires a social media presence. These shoppers are 26% more likely than older adults who own a smartphone or tablet to spend at least 5 hours per day on social network sites.
And to further prove the point of needing a social networking marketing strategy, studies have shown that 35% of these shoppers are more likely to research products and services they are interested in through social media, going so far to say that it is a very important method to do so.
Traditional methods are by no means obsolete. Of these users newspaper daily sections are still a viable medium. The front page news section is perused by 51%, the local news section is viewed by 47% and advertising circulars in the form of inserts or flyers by 35%.
Radio reach is obtained through Pop Contemporary Hit stations by 39%, Country Music stations at 26%, Adult Contemporary 25%, and Hot AC with a 25% showing.
As far as TV viewers are concerned, the programs this demographic typically watch are most likely to be movies (74%), comedies (73%) and dramas (49%).
Key components of the mobile ad demographic are related to their youth: a larger portion planning to have a baby, buy a home, get married or plan to look for a new job.