Reaching out to a millennial audience can be tricky, especially considering that a small portion of them don’t even utilize social media. With that said, a good handful of millennial college students are showing preference when it comes to mobile devices.
Per this story from MediaPost, smartphones seem to be the most preferred method for this young crowd when it comes to advertising, based on numbers provided by Qriously and the Interactive Advertising Bureau. “Today’s college students are leading mobile first lives and will surely take their mobile-first mindset with them into the world after graduation,” said Anna Bager, senior vice president and general manager for the Bureau, in the mobile and video division.
The results from the study show that six percent of students polled are more likely to use their mobile phone as a medium to view relevant ads, with male college students likely to utilize them more than females. Meanwhile, 19 percent of those polled felt the same way when it came to television ads.
In addition, around 49 percent of average smartphone owners indicate that they’ve interacted with an ad seen on their devices, while 55 percent of students stated that they have taken such an action with a mobile ad.
More numbers from the study indicate that college students are more likely to seek out additional details based on an advertisement, instead of the average user by a comparison of 13 percent to 9.5 percent. They also seem more likely to take a screenshot of an ad (13 percent versus seven percent), although less likely to tap on a mobile ad (12 percent versus 16 percent).
On top of that, roughly three in four college students admitted that they make purchases on their mobile devices.
Another report, GfK MRI’s “Survey of the American Consumer,” had its own side stats to report as well. Educated female millennials are more likely to make video calls than other demographics, according to their findings, and most of those calls would be done through a mobile phone, instead of a tablet or eReader device.
So what does this mean It indicates that some mobile ads are actually successful with a certain part of the younger demographic, although finding an appealing factor to them doesn’t hurt when it comes to expanding said audience. And phones seem to be the way to go over tablets and larger devices, since they’re far more accessible.
The full details of the study can be found here.