Marketers can reach half of 18-34s via mobile

A survey carried out by Weve, Vodafone, O2 and EE’s joint mobile marketing network found that 45 per cent of 18-34 year-olds consider mobile to be their first choice of device when it comes to interacting online.

This puts the mobile platform ahead of tablets and laptops, which scored just 43% in comparison. Over the last decade we’ve seen mobile marketing become increasingly popular, but it would seem that in the next year or so, as more customers start to rely more heavily on their mobiles for internet access, mobile marketing will become even more of an integral part to any marketing strategy.

The poll of 2,000 adults was commissioned by Weve after chief executive David Sear claimed they were “a bit fed up of mobile being called the ‘second screen’.”

Among the wider 18-55 age group surveyed, computers are still seen as the ‘first screen’ device used most commonly to access the internet, but Sear expects that to change as smartphone penetration increases.

Sear goes on to talk of the way consumer behaviour has ‘shifted’ of late, claiming that “anybody who is now watching TV is actually listening to TV” because they are playing with their mobile device at the same time.

If this is the case then it is imperative that companies continue to focus on improving their sites so that they are suitable for viewing on mobile platforms, and that marketers prioritise trying to reach their customers via mobile.

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Ian is the founder of Opportunity Marketing marketing, with over 18 years of experience in successfully setting up marketing departments, creating marketing strategies and implementing these strategies across a wide number of SME companies in both the B2B and B2C sectors through a variety of channels.