Wednesday, November 26, 2008

Mobile Advertising Has Future Among Teens

Original post: by Trisha Lyn Fawer on Marketing Pelgrim

Apparently, teens are not as burnt out on advertising as adults are, according to research reported by eMarketer.  The DMA poll suggests that while more than half of teens wouldn’t be open to advertising even in exchange for something, they are more open to mobile advertising than adults.  They found that 19% of teens ages 15 to 17 and adults ages 21 to 30 have responded to a mobile phone offer, however a dramatic difference of only 7% of young adults ages 18 to 21 have responded to a mobile offer.

emarketer data on teen vs adult receptiveness to mobile ads

This is related to the fact that teens have much different relationships with their cell phones and mobile devices than adults.  Adults use these devices as must-have communication tools for business and family.  They know the value of the tools and how much they cost, so the relationship they have with their phones is a business-like, professional relationship.

Teens, on the other hand, usually don’t pay the bills and really only need the phones as a tether to their parents when out, so they see them more as a toy than a tool.  Texting friends and sending pictures back and forth is the order of the day, so it’s no surprise that they wouldn’t mind the intrusion of ads as much as adults do. 

It will be interesting to see the direction of mobile advertising and if this form embraces the teen crowd and targets them directly or keeps on doing what they’ve been doing shouting into the wind at adults.

Trisha Lyn Fawver is the Director of Affiliate Marketing with New Edge Media, where she manages programs, blogs, and explores the world of social media.