Mobile advertising company Verve recently conducted a study on how young consumers respond to mobile marketing. Unsurprisingly, mobile technology is kind of a big deal to generations Y and Z – a demographic Verve has termed “mobile prodigies.”
According to the study, 95% of young consumers make purchases in brick-and-mortar stores based on ads they’ve seen on their mobile device, and more than one in four use a mobile phone while shopping in a physical store to seek guidance and input.
Sixty percent of young people between 14 and 17 would rather lose their wallets than their phones, and 80% say they spend more time on mobile apps than they did a year ago.
“Mobile prodigies are driving the app ecosystem,” said Verve CEO Nada Stirratt. “They are incorporating apps that feature innovative content and creative into nearly all the ways they work, play and shop – while carefully granting mobile marketers measured access to device data so long as the apps and creative they experience meet their expectations around content and quality.”
According to the study, young consumers “are continuously weighing the benefits of sharing their personal data” with mobile marketers.
“In a critical insight for advertisers and publishers, one-third of the study participants said that they would even reverse their data-sharing stance from ‘no’ to ‘yes’ if doing so provided them with more relevant personalized ads, experiences and offers,” Verve said in a news release.