Millennials Spend 14 Percent More Time with Mobile Devices Each Week and Often Switch Between Multiple Devices
NEW YORK, NY — One in five millennials visit websites using as many as four different mobile devices in an average week, according to a new study by Experian Marketing Service. Experian has just released the 5th edition of their 2013 Digital Marketer Report, a comprehensive industry report on key benchmarks, insights and actionable data for marketers to better understand trends that help them put customers at the center of their cross-channel marketing universe.
The latest insights from the report indicate that mobile has become a significant channel to reach early-adopter millennials as this key segment spends 14 percent more time engaged with their mobile devices in an average week than their generational peers.
The report also found that among young adults ages 18 to 34, mobile devices are now tied with television when it comes to reach, with each platform attaining fully 94 percent of adults in this age group in a given week. Determining who is receiving which message — and via which channel — is key in making every marketing dollar work and in generating the greatest return.
Other key findings from the report include:
- One in five young adults visits websites from four different mobile devices in a week, as do nearly one-quarter of adults ages 35 to 49.
- Given the multichannel behavior above, it’s no surprise that 74 percent of marketers have either coordinated (44 percent) or are in the process of coordinating (30 percent) the experience between online and offline channels.
- During a typical month, smart phone owners ages 18 to 24 send and receive almost 4,000 messages,. With every age bracket moving up, the number of mobile texts drops by roughly 40 percent.
- More than nine in 10 U.S. adults (93 percent) own a mobile phone today, as do approximately three-quarters of teens (73 percent). However, rates have remained relatively stable in the past two years, suggesting that ownership has reached a saturation point.
“Today’s marketers face the increasing challenge of a winding path-to-purchase, requiring strategic engagements with customers across multiple channels and ensuring content is portable across many mobile devices. Additionally, access to evolving consumer insights and actionable data is critical to campaign success,” said Matt Seeley, president, Experian Marketing Services. “The 2013 Digital Marketer Report helps marketers understand and adapt to these ongoing changes in the marketplace, providing a comprehensive resource to help them make the most of every customer touch-point and marketing dollar.”
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