Average Jane Q. Public surfs the web via her mobile device(s). This statement applies to both: apps and browsers. Therefore, every mobile marketer should ask: “What exactly Jane does while using her phone?” According to a white paper by comScore, the top activities of smartphone users are text messaging (90.5 percent), taking photos (83.4 percent), using e-mail (77.8 percent), checking the weather (67.1 percent), accessing social networking sites (65.3 percent), searching (58.7 percent), playing games (52.9 percent), using maps (51.2 percent), accessing news (49.2 percent), and listening to music (48 percent). The top activities of tablet users, on the other hand, are searching (73.9 percent), using e-mail (73.6 percent), accessing social networking sites (67.5 percent), playing games (66.3 percent), checking the weather (64.6 percent), accessing news (58.8 percent), accessing photo- and video-sharing sites (51.5 percent), reading books (51.2 percent), watching video (50.9 percent), and accessing retail sites (49.8 percent).

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Mobile apps grant you an access to the various demographic and behavioral data of your users. While using a mobile marketing automation platform the analysis and monitoring of user’s in-app behavior becomes a piece of cake.  The more complex and specific data can be collected progressively, as the user’s engagement grows. The secret is to use automation rules which can do it for you.

When we grow older, our needs and expectations change. We change also the way we interact with surrounding devices. From marketer’s point of view, you can divide the users as follow:

  • 18-24 – youths who grew up surrounded by mobile devices and doesn’t know the world without the internet;
  • 25-34 – young adults, who saw how Internet became truly worldwide;
  • 35-54 – adults who treat mobile devices more like tools than the lifestyle, and who remember the world before the Global Village era;
  • 55+ – seniors at the end of the professional voyage, technology-adapting grandparents with the infinite spare time.

Let’s take a look at their needs. Follow my lead!


18-24 A Fresh Start


Their lives have just begun. They’re dynamic, curious, open-minded free spirits. The most important part of their lives are friends and the newly-discovered self-identity. I won’t surprise you by indicating them as the most cosmopolitic, open for changes and willing to use technical novelties. They often use apps, but also often change them for the upgraded versions. Youths’ brand loyalty isn’t strong, but if they find the one they really like, they become loyal fans. Some call them the digital natives. They find the netiquette, cell phones, and social media  as natural as our grandparents found Savoire Vivre.

How should you prepare the campaign addressed to this group? Make it social and make it personal! Youths  share the events they participating in with ease. Especially when the event brings a smile on their faces. They document and share every moment. Their social networks are complex, and the shared campaign reaches more potential leads.

Another important factor is content personalization. Since they were born, people in this age group were marketers’ target. They are a little bit more marketing-resistant than the others. If you plan to target this group, remember to personalize your actions properly. Here you can find a piece of advice on how to do it.

25-34 Young Parents and Entrepreneurs


Young adults start to live on their own. Their careers bloom, they are starting families. They are so dynamic a group, almost as the youths, yet in contrast to them, the young adults have their income and become family-focused instead of friends-focused. Mobile devices are the extension of their bodies. They are the main apps consumers, the most active m-shoppers and the group most willing to pay via smartphone.

While targeting the campaign, bare in mind that they are more interested in a positive and extraordinary experience than in the product itself! Mind the Twitter as well, because 20- and 30-somethings are Twitters’ main users. Your marketing communication must go beyond the gaudy banner – it has to be relevant and authentic. Forget the phony teleshopping stories. See how Coca-Cola does it:

35-54 Mature Consumers


40-somethings are mature consumers. They know what they want privately and professionally. They appreciate financial stability, family values, and health. Their children grow up and don’t require so much attention as the newborns. Quadragenarian has a strong social and professional position, steady income and fixed preferences as the consumer. This age group is very loyal to the favorite brand, even if it isn’t the market leader. They also switch to the devices with bigger screens – after his 45th birthday, my dad started to joke, that his sight is perfect, only his arms are too short.

To reach this group, you have to identify with their needs. Health, family and financial security are crucial. As the informed and aware users and consumers, they like to feel they’re in charge of the whole purchasing process. Inbound marketing is the perfect match. The actions like Lead Nurturing or educational video tutorials should be your first choice. Google made the great campaign on the multichannel usage of their search engine. This is my favorite movie from this campaign:

55+ Second Youth


You might have read about the older mobile users in this article. You can’t afford to ignore them, even if the smartphone ownership os not so significant in this group. They have unlimited time and assets to cultivate their hobbies, spoil their grandchildren rotten and do whatever they want. They cherish the contact with the old friends and bonding with their coevals. To enjoy this endless vacation they travel and do whatever makes them happy. Although it might seem they’d use the ancient PCs to do their research, seniors are the main tablet users for the travel-related activities!

It’s not that hard to create the senior-oriented campaign. Stop treating them as the less smart separate group of aliens. Don’t patronize (remember – they taught you not to pee with your pants on!), educate instead. Sexagenarians are not dim-witted, they just have to learn some new skills. Mind the social media: the first and the second youth are alike. Internet users over the age of 55 are driving the growth of social networking through the Mobile Internet. When all else fails, use the nostalgia leverage. To quote Silk Spectre (Watchmen, 2009):

„I’m 65 years old. Everyday the future looks a little bit darker. But the past, even the grimy parts of it, well, it just keeps on getting brighter all the time.”

As an example, you can watch this tutorial on the best iPad apps for seniors:

Share your thaughts!