Social Young Adults to Make Unique Marketing Targets

Marketers are always looking for ways to connect with consumers. Mobile advertising has exploded as consumers are now using their smartphones all day long and out-​of-​home advertising is growing to catch potential shoppers as they drive home. Now, the latest data allows marketers insight into the best way to connect with younger consumers when they socialize with friends.

Advertisers might think that Millennials spend all their time connecting online but the truth is many of these consumers gather to drink and socialize at each other’s homes. Those who do say they are using media during these gatherings, especially between the hours of 7:00 p.m. and midnight:

  •  Print 0.2%
  • Tablets 1.3%
  • Game consoles 7.0%
  • Computers 13%
  • Radio/​other audio 32.5%
  • Mobile phone 41.7%
  • TV 52%

When young adults move to a more public location to drink and socialize, they are apt to turn to the following media between the hours of 7:00 p.m. and midnight:

  •  Print 0.3%
  • Game consoles 1.3%
  • Computers 1.7%
  • TV 15.9%
  • Radio/​other audio 24.9%
  • Mobile phone 30.6%

These social occasions present a unique opportunity to marketers. Researchers point out that these gatherings may make consumers more open to considering promotions of drink brands. Other products that consumers enjoy together such as food, games or entertainment would be likely candidates to promote while friends are socializing. Judging from the numbers, mobile phones and radio could serve as powerful formats to get the message across to a ‘receptive audience’.

[Source: Bloxham, Mike. Media Behavior Institute. Mediabehavior​.com. 6 Sept. 2012. Web. 20 Sept. 2012] 
Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.