If you’re a business owner, the fact that 84 percent of millennials act on mobile push notifications is something to definitely capitalize on...and quick. The location-based mobile platform Retale commissioned a study on the subject in September of 2015, which polled 500 millennial adult men and women age 18-34 years old all over the United States.
The study found that 94 percent of the millennial generation use location-based services, or apps that identify a person’s location. Retail establishments and brands frequently use such apps to send consumers information about products and services at stores near their locations. These services are a bit more popular among millennial iPhone users at 97 percent than they are among millennial Android users at 93 percent.
Acting On Push Notifications
Some 84 percent of millennials respond to push notifications. Engagement following push notifications from brands is high at 83 percent, with men more likely to follow through on push notifications than women at 86 percent and 79 percent, respectively. Some 89 percent of millennials will act on push notifications from favorite brands, with men again more likely to act than women at 91 percent and 85 percent. As previously mentioned, iPhone users are more active on mobile devices in terms of push notifications than their Android counterparts at 92 percent and 86 percent.
In terms of the types of information millennials like to receive when push notifications pop up, most want deals and discounts (shocking!). Coupons, “instant” deals, customer rewards, sales, and new product information are among the favorite push notification topics, as are store locations, hours, and in-store guidance as to where products are located. Receipts following purchase completion are also among preferred push notification information.
Reasons for No Response
When asked about reasons for not responding to push notifications, millennials cited lack of relevance, intrusion/too many notifications, poor timing, and lack of deals. Considering that 80 percent of millennials look at their devices first thing in the morning and 78 percent spend two or more hours on their devices each day, businesses having issues engaging consumers with push notifications should revamp their mobile marketing strategies.
Mobile Marketing Campaign Tips
Whether you are looking to revitalize your push notification strategy or are otherwise working on a new mobile marketing campaign, consider the following tips to help you get the most from your efforts:
- Text Instead of Call: Millennials might spend half their lives on their phones, but that doesn’t mean they want you to call them and interrupt their days. Opt for SMS messaging instead and go the non-invasive route.
- Get Personal: The millennial generation is used to brand customization and essentially getting what it wants when it wants it. Personalize your campaigns based on demographics and buying interests to pique millennial interest.
- Think About Security: Security is a constant mobile technology issue, and millennials are very protective of their personal information. Keep this in mind at all times and ensure your mobile options are safe and secure.
Make push notifications work for you…. and enjoy the results.