Teens 'most receptive' to mobile marketing

28th July 2009

With the typical Western teenager now spending as much as 19 per cent of their free time engaged with some sort of media, mobile marketing techniques are becoming increasingly important in reaching younger consumers.

That is the verdict of a new report which has compiled the data captured through several recent studies to evaluate online media consumption among the 13-to-19-year-old age group.

Citing Nielsen's recent How Teens Use Media report, alongside Morgan Stanley's analysis of the media market, marketing expert Heidi Cohen has stated that teens are three times more likely to be receptive to mobile marketing efforts than average consumers.

As such, marketers should "add targeted text campaigns to reach teens, and use other mobile marketing formats to attract them", though blanket campaigns such as those launched through Twitter are unlikely to have high levels of success, she wrote on Clickz.com.

At the same time, Ms Cohen advised that teens should be treated like any other consumer, with the typical youngster being turned off by intrusive mobile marketing campaigns and generally unwilling to pay for news content.

Earlier this month, it was revealed that a 15-year-old intern at Morgan Stanley had advised the company that "teenagers do not use Twitter", largely as it costs money to update posts from a mobile phone.

 

Category: Internet Trends

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