Mobile Ads Have Pull—If Used Wisely

NEW YORK -- Convenience retailers trying to fine-tune their mobile-marketing efforts may need to consider how generational differences correlate with what they prefer to receive on their smartphones, especially regarding digital advertising, a new study revealed.

In its 2016 Connected Device Report, New York-based Nielsen identified specific preferences that Generation Z, Generation X, baby boomers and the greatest generation had with regard to the mobile messages they get from businesses.

The study recently surveyed 8,444 respondents who own a tablet, smartphone or streaming-capable device.

Here’s a few of those insights …

Three groups, millennials (19%), Generation X (17%) and baby boomers (14%) said that viewing an ad with a coupon or promotion is the top motivator when it comes to mobile advertising on smartphones.

Generation Z and the greatest generation are most motivated by an ad that is targeted to what they’re searching for, so intent and relevance are key, the report said.

Generation Z respondents actually changed their minds on what motivated them when they viewed advertisements on their tablets vs. their phones. On tablets, they were 16% more likely to engage with an ad of a familiar brand. Added to that statistic, 14% were motivated by an ad with a coupon or promotion, a situation that creates a “win-win for brands that can reach this group by being one of their favorite brands and offering a discount deal,” the report said.

Forty-two percent of Generation Z and 44% of millennial smartphone users are okay with advertising if the content is free and the ads don’t affect their mobile-data consumption. Equally as important to note, 32% of Generation Z and millennials are more likely to click on an ad that doesn’t take them outside of the application or redirect them to another website, with convenience being the underlying theme, the study said.

Fifty-five percent of Generation Z and 48% of millennials are willing give up some personal details if they’re given the right mix of branding, convenience and promotional offering. Whereas Generation X, baby boomers and the greatest generation tend to be more skeptical of releasing their personal info, deal or no deal, the study said.