Mobile Campaigns

Mobile Device Usage Connects Brands With Generation C

Where millennial generations were once shielded from technology access, mobile device usage has caused this up-and-coming age group to be raised in an exposed setting. Since pre-schoolers come of age every few years, it’s important to survey families that shape their digital consumption. Nickelodeon’s Little big kids: preparing preschoolers for life illuminates technological habits of little ones born after 1990, and prove they have more buying power than many parents would care to admit. The study highlights areas of importance for these highly-informed and interactive consumers, and although this study encompasses 12 countries and 6,500 families, we’ve summarised Australia’s findings that pose to impact these targeted mobile marketing campaigns.

  • The majority of parents (74%) say learning through play is more important than formal learning styles.
  • 69% of Australian preschoolers have access to a tablet, just 4% above the world average.
  • 57% of parents say these mobile devices are educational, and 56% say technology will make their kids smarter.
  • 62% of Aussies believe it’s important for their children to stay up to date on technological developments.
  • 50% of parents worry their children will come across inappropriate content during their mobile device usage, compared to 61% worldwide.
  • 52% say too much time on devices could interfere with their development and learning, while 73% limit their children’s mobile device usage.
  • Generation C in Australia spend four hours less on digital devices than the world average, but still clock 10 hours per week using technology.

Viacom’s primary finding was that tactical tech time made pre-schoolers more knowledgeable and interactive, and helped children become better problem solvers. One return in particular, was that Aussie parents are on the fence about what technology does to their children. While over half say these devices makes their kids smarter, the remaining percentage say too much screen time interferes with their learning. And as for safety while using these devices? 24% of Australian parents said they worry for their children’s safety – a drastic decrease compared to the world’s average, which suggests that despite how ‘exposed’ parents feel their children have become to unknown elements while using mobile devices, technology might also play a part in their feeling secure.

Australian parents of this up-and-coming generation say they send them to pre-school to become better socialised, and learn to communicate with peers more effectively. Having been raised with a device in their hands, preschoolers intensive use of technology makes this generation critical for marketers to win over early. Brands can do just that by applying the same reasons that make Generation C tick.

Generation C builds its foundation on community, creation, connection, and curation, but brands who want to to market to this age group early must implement these pillars in ways that resonate with this age group. Last year, Australia’s video gaming industry generated $3 billion in revenue, with $988 million of that amount being completely attributed to mobile gaming, coincidentally the highest-grossing category. As this category continues to encroach, marketers shouldn’t miss the opportunity to connect with parents and children via mobile gaming ad opportunities. While in-app game ads aren’t a new tactic, strategies that embolden a strong mobile creative can give your ROI a leg up. Whether it be enticing young gamers, such as offering virtual game currency to engage with an ad, or investing in ads that hold similar educational value, brands have more of a responsibility to cater to this generation than generations previous. Other strategies are to make mobile formats for each device, because brands that only provide smartphone content are missing key mobile sessions – ones where little fingers are wrapped around tablets for just limited amounts of time each day.

As we move through 2017, and appeal to these digital natives, brands should recognise the cognitive concerns of Australian parents who inevitably make the call on digital purchases. This buyer audience doesn’t just partake in online experiences.. They live in links, clouds, and social platforms during most waking hours. Convenience and ease of use keep Generation C engaged and connected, but brands that incorporate education into their marketing to younger audiences will build more open-mindedness among parents. In contrast, companies that identify with connectedness and activism the same way younger generations do, won’t just win their business, they’ll re-shape the future of the industries this age group will create.  

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