Different Mobile Offers Appeal to Different Generations: Nielsen

Coupons appeal to some; targeted content to others

August 22, 2016, 01:52 pm

While a coupon or promotion is most likely to get some generations to act on a mobile ad, targeted content is key for others, so finds the latest insights from Schaumburg, Ill.-based Nielsen.

According to the market research firm's second-quarter 2016 Connected Device Report,19 percent of Millennials, 17 percent of Generation Xers and 14 percent of Baby Boomers find viewing an ad with a coupon or promotion to be the top motivator when engaging ads on a smartphone. In comparison, Generation Z and Greatest Generation members are most motivated by an ad targeted at their search topic.

Millennials and Gen Zers actually don’t even find mobile ads to be a major turnoff: 42 percent of Generation Zers and 44 percent of Millennials who use smartphones are OK with mobile advertising, per Nielsen's recent study, so long as the content they’re engaging is free and their data plan doesn’t take a hit as a result. In fact, younger smartphone users are more willing than older ones to give up some of their personal details in exchange for free or reduced-cost content. Some 55 percent of Gen Zers and 48 percent of Millennials are willing to take action on an ad if given the right mix of branding, convenience and promotional offering.

Equally important to note, 32 percent of Gen Zers and Millennials are more likely to click on an ad that doesn’t take them outside an application or redirect them to another website. Convenience is the underlying theme here.

For grocers looking to advertise via mobile, ads here could be a good way to reach consumers, especially if they come with offers and promotions. As for engaging people across the generational divide: Make it personal; make it relevant; and throw in a discount for good measure.