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BizReport : Mobile Marketing : October 28, 2016

Meet the mobile experts - the Mobile Prodigies

New research from Verve redefines Millennials and Generation Z into one expert mobile demographic and reveals just how much value they put on their mobile devices.

by Helen Leggatt

When you combine Millennials with Generation Z you get 'Mobile Prodigies', according to Verve.

"You already know them," says Nada Stirratt, CEO of Verve. "These are the mobile users that just a few years ago - some of them barely old enough to read at the time - already knew how to take Mom's phone and swipe, pinch, scroll, and download an app or a song. Many of them have never lived in a world without mobile, and their devices are part of their personae - mobile is their link to social currency, new discoveries, and the pursuit of new ways to interact."

When looking at this new group it is plain to see the role of, and value attributed to, mobile in their lives. Among Mobile Prodigies, a whopping 96% make in-store purchases based on ads they've seen on their mobile device and nearly two-thirds (61%) buy in-store based on a mobile ad at least monthly.

And, Mobile Prodigies have their own ideas about what constitutes a good mobile ad. Nearly half (46%) cited mobile ads that can be saved for later followed closely by ads from a trusted source with a safety 'seal of approval' (45%) and ads that add a coupon or offer to their mobile wallet (40%).

prodigy.pngMobile Prodigies are also driving the app ecosystem with 80% spending more time in apps today than they did a year ago. For them, app browsing and discovery is nearly compulsive and 60% of those involved in Verve's study download one or more apps weekly.

"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 context and quality," said Stirratt.

Tags: advertising, Generation Z, marketing, Millennials, mobile

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