The Numbers
Lets look at the growth of the smartphone and how it is being used with some key stats:
– In 2011 the % of Americans who owned a smartphone was 34% in 2015 that number has grown to 64%
– When you look at college students in 2013 72% owned a smartphone; in 2014 however that number rose to 84%
– When asked 46% of smartphone owners responded with “couldn’t live without it”.
– Further owners choose positive statements such as “freedom”(70%) or “connecting”(72%) over terms like “leash” (30%) and “distracting” (28%) respectively.
– An astounding 93% describe a smartphone as “helpful” as opposed to “annoying”.
– 30% of phone usage is for shopping, planning, and productivity.
The Millennials
Users aged 18 – 29 are especially connected to their phones and use it in every part of their life. 91 % of users from this age group use their phone for social media. 86% of students use Facebook regularly, 38% use Twitter and 30% of students use Instagram. For this reason it is important to keep social media up to date in case a potential customer searches for you or decides to share your company with friends and family.
It is no surprise that the younger generation is more attached to their phones and are generally happy about being connected to the internet. It is very important to target this demographic in your mobile strategy. If executed successfully you can gain an advocate who will spread the word about your business and potentially a long time customer who may use your service for years to come.
Taking Action
Across the United States there are over 4,700 colleges and universities serving over 21 million students. This is a great place to start marketing as it is full of students who fit the exact demographic you should be targeting. A study done by re:fuel mentions a few high value places to focus. The studies states that students tend to have a strong trust for word of mouth marketing. This is why it is important that your team spread the word. It begins with your own team and their efforts telling consumers about your service. The study also states that on-campus signage, campus newspaper ads, sponsoring events or handing out samples delivers high levels of value. These tactics tend to be the least avoided by college students.
As the new College year approaches now is the perfect time to launch your mobile marketing strategy. It is best to have things planned early, get materials designed and printed, and reach out to the necessary contacts. The closer to the beginning of the school year the busier campuses will get with potential new customers.
As always at Gata we are happy to speak with you about your marketing strategy. Please feel free to reach out to a member of our Client Success Team and discuss strategy.
Sources:
1. http://www.globenewswire.com/news-release/2013/06/13/554002/10036312/en/Tech-Savvy-College-Students-Are-Gathering-Gadgets-Saying-Yes-to-Showrooming-and-Rejecting-Second-Screening.html
2. https://hbr.org/2013/01/how-people-really-use-mobile
3. http://www.pewinternet.org/2015/04/01/chapter-three-a-week-in-the-life-analysis-of-smartphone-users/