NEW YORK-Teens and young adults continue to transform the wireless marketplace in the United States, according to two studies released last week.
Devices such as cell phones, handheld computers and MP3 players are threatening the traditional hold of the apparel industry on the spending priorities of the country’s 15- to 24-year-olds, a report from MarketResearch.com division Packaged Facts indicated. Wireless companies looking to tap the segment’s estimated $485 million in spending power should consider alternative marketing techniques.
“Companies that target the 15- to 24-year-old crowd need to realize that traditional marketing and advertising venues may not be effective for young adults,” said Don Montuori, acquisitions editor of Packaged Facts.
Mobile marketing company Enpocket Inc., meanwhile, found that users between the ages of 18 and 24 are increasingly viewing their cell phones as mobile media outlets. When asked to choose which medium they were least likely to give up, 6 percent of young adults chose to go without mobile phones, while 55 percent said they would give up newspapers. Radio and magazines each drew 11 percent of respondents; 12 percent said they would stop watching TV.
The quarterly survey is based on 1,000 television interviews undertaken by NOP World for Enpocket.
“The data shows that the mobile medium is increasingly vital to consumers, yet remains relatively untapped as a commercial messaging channel in the U.S.,” said Mike Baker, Enpocket’s president. “The brands and companies that invest now in mobile have the opportunity to create meaningful relationships with the mobile consumer that greatly expand brand value.
