Teens are three times more receptive to mobile advertising, according to 2008 Nielsen research. But just reaching their mobile isn’t enough. For example, Twitter, which many users access via mobile, doesn’t reach teens because it’s a public vehicle that doesn’t meet their needs. Social media does not yet provide the targeting capability or the user tolerance needed to generate the ROI necessary to test and then execute a campaign effectively. Try to market your brand on a social media website and you risk looking like you’re wearing a sandwich board at the high school dance. Besides, teens are migrating from the desktop to their mobile devices for everything from web access to text messaging.
It’s no secret that texting is the dominant activity. Experian finds that older teens (18-20) use text and e-mail equally. Here at ChaCha, we’ve been in on these millions of conversations that are happening between teens and young adults. Working on a baseline index of 100, teens use the Internet at a time-spent index of 82. Time spent using their mobile device for phone calls indexes at 67. Text usage goes off the charts at 338. But the key is not so much the data as it is in what marketers can do with them. Teens are willing to interact in many levels with their mobile phones.
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