Discover the seven ages of smartphones
by: Trevor Clawson
From toddlers playing with their parents’ iPhones to septuagenarians making video calls to their grandchildren, smartphones have an appeal that extends across the demographic spectrum - See more at: http://www.themarketer.co.uk/how-to/tips-and-guides/the-seven-ages-of-smartphone-usage/#sthash.wV4aBpgf.dpuf
From toddlers playing with their parents’ iPhones to septuagenarians making video calls to their grandchildren, smartphones have an appeal that extends across the demographic spectrum
From toddlers playing with their parents’ iPhones to septuagenarians making video calls to their grandchildren, smartphones have an appeal that extends across the demographic spectrum
According to the latest Ofcom figures, market penetration of smartphones in the UK has risen to 60 per cent. And that figure will inevitably soar further as consumers replace older handsets.
But this broad picture disguises subtle yet significant differences in usage patterns. Yes, children, parents and grandparents are united by the shiny new handsets in their pockets but they don’t necessarily use them in the same way. With mobile now in the front line of online marketing, an understanding of usage trends can help marketers create better and more optimised campaigns.
So what do marketers need to know about smartphone usage among these different age groups?
Read TM’s guide below to discover the mobile habits of different generations – and how that can influence mobile marketing campaigns.
The under tens (0 to 10-years-old)
Smartphones have introduced a valuable element of fun into the education of pre-schoolers and young children and parents use them to reward their children, explains Wunderman strategist Stephanie Griffith. “Parents sit with their children and allow them to play with a smartphone or tablet. For example, families wouldn’t typically hold a spelling test around the breakfast table. But with a spelling app, learning becomes a game.”
In 2011, US publisher Parenting Group ran a poll that asked mothers a series of questions on pre-school technology uptake. The poll found that 25 per cent of toddlers had used a smartphone, suggesting that more and more parents are embracing the educational possibilities offered by smartphones.
Tweens (11 to 15-years-old)
According to Ofcom, smartphone penetration among older children and young teenagers aged between 11 and 15 stands at around 47 per cent. Tweens are enthusiastic users, with half admitting to checking their handsets during mealtimes and two thirds using them in social situations. Put simply, smartphones are an integral part of the young teenager’s lifestyle.
Marketing communications agency Amaze has been carrying out qualitative research into the online experience of the 11 to 15 age bracket. In an era when the smartphone market is dominated by Apple and Samsung devices, the go-to device for this generation remains the Blackberry. “That’s primarily because of blackberry messaging,” says Amaze marketing communications manager Katy Martin.
Peer-to-peer communication – either via messaging or Facebook – is hugely important to this age group and according to Amaze’s research, brand interaction is fairly limited. “There is relative little engagement with brands,” says Martin. “However, teenagers are very interested in special offers and vouchers. These are often accessed via Facebook –there is relatively little web surfing.”
The study found that this age group uses iTunes and will often buy books from Kindle, or similar, with parents paying the bill.
Young adults (16 to 24-yrs old)
Thanks to full and part time work and student loans, this is a group that has begun enjoy the benefits of an independent income. Half of young adults own a smartphone, according to Ofcom.
Text based communication – by SMS, e-mail or social networking – plays a hugely important part in the mobile experience of this age group, while landline usage has declined dramatically. But entertainment is also an important part in the mix. For instance, 48 per cent of young adults say they watch TV online, via catch-up services. Digital devices are fuelling a move away from the traditional TV scheduling. According to Ad Connection media manager Charlie Stroud, it’s a trend that advertisers should be aware of. “One advantage of advertising against online TV content is that you can target the advertising more precisely against specific programmes,” he says. Online advertising also enables direct sales through clickthroughs.
Young adults spend money on apps, music and games but they also interact with brands. This demographic, however, also wants services that support them in their lives, says Griffith. “This is an age where they are looking for work and they face all sorts of challenges. They want services that help them with that.”
Digital natives (25 to 34-years-old)
This is a generation that has grown up with the Internet and has also embraced mobile devices. According to figures published by Tech Tracker in for the final quarter of 2012, penetration in this demographic has reached 70 per cent.
This generation is the most likely to buy goods and services online, says Stroud. “It’s an age group that is much more likely to click through and make a purchase, compared to people in their fifties.” In Stroud’s view, campaigns with a direct sales element are much more likely to succeed with this demographic.
Generation X (35 to 44-years-old)
Smartphone penetration among 35 to 44-year-olds is 68 per cent. According to research by ExactTarget, consumers in this age group are receptive to direct marketing messaging and e-mail is their preferred channel. ExactTarget vice-president RJ Talyor cites the example of a recent campaign for a US financial services company in which information was e-mailed to potential customers who were encouraged to text back. The mail went out to a wide range of demographics. “The biggest response was in the 35-and-above age group,” he says.
People of this generation prefer to shop online via a desktop PC or laptop instore and typically buy more than consumers who click through to purchase a single item via a mobile app. This trend has advantages to retailers because there are opportunities to cross and up sell instore that simply aren’t available on the mobile platforms, explains Talyor.
Digital immigrants (45 to 55-years-old)
Smartphone penetration begins to decline, although not significantly, among those aged 45 and above with 58 per cent owning internet-enabled, multi-featured devices.
Research published by business intelligence company Neilsen at the end of 2012 suggests that smartphones along with tablets are playing an increasingly important role in the way this generation consumes traditional media. For instance, 36 per cent of those in the 35 to 54 age group use smartphones and tablets as second screens while watching TV. For marketers there are significant opportunities to provide additional information and transactional opportunities to supplement ads.
Baby boomers (54 to 65-years-old)
According to Neilson, smartphone owners in this demographic spend more time surfing the web than other groups, while 44 per cent use mobile devices as a second screen while watching TV. As Stroud points out, these trends emphasise the importance of cross channel advertising and marketing campaigns. Older users tend to prefer tablets to smartphones when second screening and e-mailing.
Smartphone refuseniks (65 plus)
According to Techtracker, smartphone penetration stands at just 12 per cent in this age group compared to 31 per cent of 54 to 65 year olds. This is likely to grow, however, as older handsets are replaced. According to Griffith, users in this demographic are looking for real utility from their technology. There is a huge amount of scope for apps that provide genuinely useful services in key areas such as health and welfare, says Griffith.
See more at: http://www.themarketer.co.uk/how-to/tips-and-guides/the-seven-ages-of-smartphone-usage/#sthash.wV4aBpgf.dpuf