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Industry Wire

Understanding Teens and Their Smartphone Habits

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Yes, teens are digital natives. But that’s just half the story of what makes teen life so different now from a generation ago. Coming of age at a time when smartphone ownership is the norm, today’s teens are mobile natives as well. The constant connectedness a smartphone enables—or imposes—is a central fact of life for them.

Length of Time that US Teen Internet Users Think They Could Go Without Their Smartphone, by Gender, May 2017 (% of respondents)

Though teens still lag behind young adults, a large majority now have smartphones. And for those who have one, it drives their daily digital activity, as explored in eMarketer’s latest report, “US Teens and Their Smartphones: The All-Purpose Device for Liking, Snapping, Ad Avoiding, Shopping and More.” (Subscribers to eMarketer PRO can access the report here. Nonsubscribers can purchase the report here.)

eMarketer estimates that 78.9% of 12- to 17-year-olds in the US will be smartphone users this year. That puts them on par with the total adult population, for which smartphone penetration is expected to be 77.1% this year. But teens still fall short of adult millennials in terms of smartphone penetration.

Read more at: https://www.emarketer.com/Article/Understanding-Teens-Their-Smartphone-Habits/1016423?ecid=NL1001

Generation Z Shows Little Loyalty to Loyalty Programs

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Generation Z is only just beginning to make itself felt in the marketplace, but data suggests there are emerging differences with the millennial generation that preceded it.

A survey by Lab42 found that Gen Z interacts with brands a little differently than millennials do. For instance, US Gen Z shoppers are far less likely to be motivated by loyalty programs, according to the June 2017 study.

Nearly three in four millennials said they are influenced to purchase based on loyalty programs, compared with less than half of the Gen Z shoppers polled.

The study defined Gen Z as those ages 13 to 22, and millennials as ages 23 to 36.

Both groups were likely to be motivated by special promotions and discounts, but millennials were distinctly more likely—86% cited promotions/discounts as influential, compared with 76% of Gen Z respondents.

Read more at: https://retail.emarketer.com/article/gen-z-shows-little-loyalty-loyalty-programs/597915b8ebd40003acdf2dc7

Marketers Say, ‘Don’t Overlook the In Store Experience’

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igital marketing is critically important, but the more physical aspects of interacting with shoppers can’t be ignored.

A new CMO Council survey of senior marketing executives found that various aspects of the overall in store experience of brick-and-mortar shopping, such as in store promotions, interactions with in-store representatives, and product packaging, are key elements of a strong omnichannel experience.

The survey was commissioned by a group of companies in the marketing, packaging, printing and signage industries.

While digital advertising was the most commonly cited touchpoint as having the most influence on purchase decisions, many of the other commonly mentioned channels were not. “In-store sales/service representatives” were cited by nearly as many of the marketers in the survey.

Read more at: https://retail.emarketer.com/article/marketers-say-dont-overlook-in-store-experience/599c5017ebd40003acdf2e23?ecid=NL1014

In Store Experience Alive and Well Among Millennials

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So many loyalty marketers would love to know what exactly makes millennials tick from a customer engagement/customer experience perspective, what kinds of technology options they prefer, and where they like to shop.

Like their Generation Z counterparts, millennials like to shop and engage with brands in-store as well as online, which means your loyalty program needs to be seamlessly integrated across digital and physical properties to accommodate your millennial customers.

A new report from SmarterHQ says that, as retailers adapt to the increased use of digital and online shopping methods, many companies have shifted their omnichannel marketing efforts to focus heavily on the online shopper, especially the younger, more tech-savvy millennials.

But, the report reveals that 50 percent of millennials actually prefer shopping in-store–meaning some retailers may be missing the mark in engaging this 80 million strong demographic.

“While we’re seeing much more mobile traffic than we ever have in previous years, especially with the younger buyer, our survey found that brick-and-mortar is alive and well with millennials, and the need for a strong, well-executed and cohesive omnichannel presence beyond online is key when capturing millennial spend,” said Michael Osborne, CEO of SmarterHQ. “Another finding that stood out was that while security may be a concern with older shoppers, 70 percent of millennials are actually comfortable with retailers tracking their purchasing and browsing behaviors if it means they’ll receive more relevant communications. This further emphasizes the need for strategic personalization, in an industry still plagued by mass marketing techniques.”

Read more at: https://loyalty360.org/content-gallery/daily-news/in-store-customer-experience-alive-and-well-among

Mobile apps dominate consumers’ digital media time, but interest in new apps decline

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Apps are dominating consumers’ digital media habits, but getting people to try new ones is still a tough sell. That’s the latest from comScore’s newly released 2017 U.S. Mobile Apps Report, which finds that 57 percent of consumers’ time spent using digital media is now taking place in mobile apps. Of that, 50 percent is occurring in smartphone apps versus only 7 percent for apps on tablets.

Desktop is trailing further behind, accounting for 34 percent of time spent, while mobile web is another 9 percent.

The use of mobile apps to engage with digital media is even higher among younger users. comScore found that among those aged 18 to 24 years old, two-thirds of their digital media time is spent using smartphone apps alone. Not surprisingly, that percentage drops steadily the older the user, with just 27 percent of seniors 65 and older spending their digital media time in smartphone apps, for instance.

Beyond digital media time, the younger millennials – those 18 to 24, that is – are just heavily using apps in general. They spend more than 3 hours per day in apps, compared with 2.6 hours for 25 to 34-year olds and 2.3 hours for 35 to 44-year olds, for example.

Read more at: https://techcrunch.com/2017/08/25/majority-of-u-s-consumers-still-download-zero-apps-per-month-says-comscore/?ncid=rss

Millennials’ Embrace of Data Sharing Aids Retailers

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Younger people appear to be far more comfortable than their older counterparts when it comes to sharing data on their mobile device activities.

According to a June 2017 Bank of America study of US smartphone users, millennials were more amenable to the idea that their smartphones were tracking everything from physical activity to news preferences.

For instance, 45% of millennials were OK with their phones tracking their spending habits, compared with just 26% of all respondents. In addition, 44% of millennials were comfortable with devices tracking their location, with just 37% of those polled saying the same.

Similarly, February 2017 data from Retail Dive conducted by Google found that millennials ages 25 to 34 were three times more likely than respondents 65 and older to share personal information with their favorite retailer.

Read more at: https://retail.emarketer.com/article/millennials-embrace-of-data-sharing-aids-retailers/599f1be0ebd4000a7823aae7?ecid=NL1014

3 Major Omnichannel Challenges Today

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Omnichannel has been top-of-mind for marketers since the advent of digital media, and it’s hard to argue with the progress businesses have made in omnichannel marketing over the last decade or so.

Indeed, the industry has come a long way from extolling the benefits of omnichannel to today’s world, where businesses not only understand the benefits of omnichannel marketing, but are increasingly facing pressure from customers and partners to be omnichannel as a standard.

“Today, omnichannel marketing across all addressable channels and inventory, coupled with identity resolution and machine-powered optimization are table stakes for all media buyers and as a result, enriches the consumer experience,” says Dan Rosenberg, chief strategy officer at MediaMath. Not only does omnichannel execution allow you to manage the frequency of ads… but by adopting a more audience-based approach, marketers will be able to consolidate as many addressable channels as possible to enable one-to-one storytelling and messaging, no matter where a customer is connected.”

There are a few key areas of contention that continue to challenge omnichannel marketing as a concept, and marketers will likely grapple with these for the next few years.

Read more here.

55% of retailers focusing on unified mobile shopping experience

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More than half of retailers are focused on optimizing the customer experience by creating a unified mobile shopping experience.

As the future of retail becomes the present, consumers expect retailers to combine the sensory of the physical world with the personalized shopping experience of the digital world.

Boston Retail Partners (BRP) conducted the 2017 Customer Experience/Unified Commerce Survey, categorizing customer experience capabilities as the following: educate, engage, execute, enhance and enablers.

When it comes to educating consumers, more retailers are using social media as a way for consumers to research products than last year, up from 73% to 92%.

Read more at: http://www.fierceretail.com/digital/55-retailers-want-unified-mobile-experience