In Autumn 2012, Thinkhouse carried out the Mobile Youth Survey to get a deeper understanding of how the mobile phone habits of young Irish adults are evolving.
Thinkhouse surveyed 661 people between the ages of 15 and 35; analysing their mobile habits and trends while comparing different demographics; Teenagers (15 – 18 years), Early Twenties (19 – 24 years), Late Twenties (24 – 29 years) and Early Thirties (30 – 35 years). And this is what we found…
As expected, Ireland’s youth are a generation of Digital Natives, growing up in a world of technological breakthroughs. They are tech-savvy and expect to be globally connected whenever they wish and from wherever they are.
Digital Natives are ‘always on’. 87% check their phones on public transport, 83% whilst watching TV, 77% whilst at work and 88% of 15-35 year olds reach for their phones as soon as they wake up in the morning and the last thing 53% of them do at night is check their Facebook feed.
Everyone has a smartphone; ranging from 83% of teenagers to 97% of Irish adults in their early thirties, and as a result mobile phone usage is on an exponential rise. We found that smartphones are used for everything from communicating with friends through social networks, texts and calls, to browsing brands websites and researching products they want.
We found, that 80% of those surveyed carry out extensive research on their mobile phones, double-checking prices online before they purchase. However, when it came to sealing the deal and closing the sale, young Irish adults aren’t comfortable using their phone to make the final online purchases.
It seems that the financial part of the deal is reserved for desktops, when the purchaser feels more secure with 90.9% of young Irish people still preferring to make the final purchase on their desktop computer. This can be for many reasons, such as a period of uninterrupted time in which to consider their purchase, a larger screen on which the item can be scrutinized in more detail, the comfort and quiet of a place where a desktop can be positioned in which to take out credit cards and make the final purchase.
So whilst technology has been integrated into their daily lives; brands, to communicate with Irish youth, need to get to the core of where they are and what they are doing when they are there, and to do this a deep understanding and respect of each digital platform is vital.
So the moral of the story is: know your platform. Know exactly what your message and objective is and how best to put it out there and get the results you want. Tailor your content by platform – just like we drew the distinction between Twitter and Facebook a long time ago. Campaigns need to be well thought out and structured carefully. They need to be multi-platform digital strategies. Campaigns that, like Digital Natives, starts in the morning, when they wake up and reach for their mobile; and ends at night when Digital Natives skim their Facebook feeds before they close their eyes. And do not forget everything in between.
No matter what trends are on the rise, every platform has its place, and it is important to structure your campaigns around those multifaceted platforms.