One of my friends became relatively high-up at Snap (or Snapchat, as older folks may know it) about 18 months ago. He had used the service before joining the staff, but his first positive takeaway was about youth usage. “Teenagers use this as text in some regards,” he told me, “and some of our competitors in the social space, like Facebook, don’t necessarily have that.” Statistics back that up.
Well, in 2018, teen ownership of smartphones grew to 89% -- and it was only 41% in 2012. The first big takeaway there is either “more progressive parents” or “better security features in the eyes of those parents.” Take your pick on that one. (At a recent trade show in the mobile recruiting space, I heard more than a few fathers talk about different monitoring or lock apps, so that’s something.)
This study was done by Common Sense Media, and some of the takeaways include:
Guess my friend was right.
But what does this all mean for mobile marketers?
They have immediate social validation or lack of validation at the touch of a button,” said Michael Jones, chief executive of Science Inc., which owns Wishbone. “So if you thought that the immediate gratification generation was two generations ago, you haven’t even seen what immediate gratification looks like until you start spending time with, like, a teen on a phone.
4. Video/image-friendly: Goes without saying to some extent as all apps should be, but the ability to watch/share/engage around video is big in the teen set.
Check all the right boxes around texting/comms/social/video, for sure, but also make sure you’re protecting the data and integrity of a set that’s still not even remotely adult.
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