On The Same Screen: Mobile Marketing Across Generations

Boris Abaev is CEO of Bidease, an AdTech startup on a mission to bring fully transparent, value-driven advertising to the mobile world.

Each generation has a distinct set of values, preferences and buying habits. With mobile marketing, brands and advertisers must recognize the diversity of generational audiences and tailor their strategies to connect with each group.

Strauss-Howe’s generational theory can help marketers understand the differences between and engage consumers more effectively. The theory proposes that each generation should be considered a separate social group formed by specific historical events and social and cultural environments. People of the same generation, therefore, share similar values, beliefs and behavior.

This concept can be precious for mobile marketing, as it explains why different generations have different perceptions of digital advertising and how you can tailor brand strategy for each of them. These insights allow marketers to make more accurate predictions of consumers’ reactions to marketing messages.

Tailoring Mobile Marketing For Each Generation

Let’s divide our audience into the five key generations to understand their concerns and how they engage with mobile marketing:

1. Baby Boomers (1946–1964)

A 2023 Harmony Healthcare IT survey found that Boomers spend about 3 hours and 31 minutes daily using their smartphones. Since they were introduced to digital technologies later in life, they are generally more accustomed to traditional advertising formats.

Boomers have significant purchasing power and are loyal to brands they have known for years. Despite their more traditional approach to shopping, Boomers are actively embracing mobile technology, with 61% of those 65 or older owning a smartphone as of 2022, according to Pew Research. To appeal to this age group, marketers should utilize:

• Video Creatives: Explain the product in a question-and-answer format that addresses all potential questions and dispels as much doubt as possible.

• Paid Promotion On Social Media: Forty-five percent of those 65 or older use social media, according to the Pew study cited above.

• Unobtrusive Advertising: Offer informative or entertaining approaches with no excessive pressure to buy.

• Rational Approach: Boomers value stability and security, so logical and reasonable suggestions are more important than appealing to emotions.

• Social Proof: The opinion of other people can be an important criterion for Baby Boomers. Reviews and recommendations should play a key role in marketing messaging.

2. Generation-X (1965–1980)

According to the Harmony Healthcare IT survey cited above, Gen-X averages 4 hours and 9 minutes daily using their smartphones. Like Boomers, they witnessed the end of the pre-internet era and the digital world emerge.

They have brand loyalty that transcends even the Baby Boomers with tech savviness that rivals younger generations. To get their attention, consider:

• Social Media Advertising: These people were the first to embrace social media and are still very fond of it.

• Discounts And Promotions: When purchasing, Gen-X often looks to save money, leading 88% of Gen-Xers to join loyalty programs. Limited-time offers are one of your best choices here.

• Brevity And Convenience: The more straightforward and faster the shopping process, the better. Clear instructions and algorithms are crucial to success.

3. Generation-Y (1981–1996)

More commonly known as Millennials, Gen-Y spends an average of 4 hours and 36 minutes a day using mobile devices. They grew up in the internet era and actively used digital technologies.

Generation-Y seeks brands that share their values, and they have historically saught new, innovative solutions. Millennials, sometimes dubbed the Peter Pan generation, are in no rush to grow up and love self-expression. This audience appreciates:

• Social Proof: User-generated content (UGC) and opinion leader recommendations are essential in their purchase decision.

• Game Mechanics: This generation reacts well to gamification in marketing, so consider features like playable ads.

• Social Responsibility: As mentioned above, they are more likely to support brands that share their values, such as sustainability.

4. Generation-Z (1997–2012)

Zoomers, or digital natives, spend an average of 6 hours and 5 minutes daily on their mobile devices. Preferring fast-moving social media like TikTok, this generation is used to absorbing fast and concise information. They also prefer unconventional and creative trends. To get them interested, consider these strategies:

• Short Videos And Concise Banners: This generation has developed “clip thinking,” so information presented in a long and complex way will not get their attention. You need to make them interested in your brand and product during the first 8 seconds.

• Personalization: Zoomers like personalized products. This generation also craves understanding and wants out-of-the-box solutions to their pain points and challenges.

• Social Responsibility: As with Millennials, Gen-Z supports ethical brands committed to social values.

5. Generation-Alpha (Early 2010s–mid 2020s)

Despite their young age, Generation-Alpha are active mobile users, spending about 4 hours and 44 minutes with their devices. They absorb information quickly and like their ad formats light and entertaining.

Alphas, or true digital natives, have been actively engaging with digital technology since childhood. By 2029, their economic footprint will exceed $5.46 trillion, according to McCrindle. While there’s still a lot to learn about how to reach this generation, here are a few things to consider:

• Light And Entertaining Content: Like with Gen-Z, focus on short videos and visuals that are easy to understand.

• Sincerity: Alphas value honesty and avoid hidden advertising.

• Gamification: Games are not just a hobby but a new form of communication for them. Therefore, in-game mobile advertising is a great way to interact with this generation, as are any gamification-based approaches.

Conclusion

Knowing your audience is among the most important criteria for successful mobile marketing. Each generation has its characteristics and habits, so you should not expect the same reaction to an advertising message from people born with a smartphone as those who have only recently learned to use it.

Brands must consider these differences to effectively communicate with all age groups in their unique language and successfully keep their consumers’ attention.

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