SOURCE: GfK MRI

GfK MRI

March 14, 2011 15:19 ET

Millennials Prime Targets for Ads Sent via Text Messages, According to GfK MRI

Boomers Are Least Likely Age Group to Look at Texted Ads

NEW YORK, NY--(Marketwire - March 14, 2011) - Millennials with mobile phones look at texted ads and respond to ads via text far more than do other cell phone owners, followed by GenXers, according to the latest data from GfK MRI. Baby Boomers, meanwhile, trail the pack considerably with regard to these activities.

Approximately 6.2% of adults with mobile phones looked at an ad sent with a text message in the last 30 days (some 12.5 million people), while 2.65% of adults with mobile phones used text messaging to respond to an ad or to make a purchase in the last 30 days (some 5.3 million people).

Millennials (born 1977 to 1994) are 57% more likely than the average cell phone owner to have looked at a texted ad. Moreover, they are 93% more likely to have used text to respond to an ad or to make a purchase.

GenXers (born 1965 to 1976), on the other hand, are only 19% more likely than the average cell phone owner to have looked at a texted ad, and they are just 6% more likely to have responded to an ad or to have made a purchase via text messaging. Baby Boomers (born 1946 to 1964) are 40% less likely to have looked at a texted ad than the average mobile phone owner and 55% less likely to have responded to an ad or to have made a purchase via text.

Mobile Phone Owners and Text Advertising
 
  Looked At an Advertisement sent with Text Message
(Last 30 Days)
  Used Text Messaging to Respond to an Advertisement or Make a Purchase
(Last 30 Days)
Percent All Mobile Owners 6.20% 2.65%
Number of Mobile Owners 12,494,000 5,335,000
Percent More/Less Likely than the Average Adult Cell Phone Owner to Have Looked At a Texted Ad or to Have Used Text to Respond to an Ad or Make a Purchase
Millennials +57% +93%
GenXers +19% +06%
Boomers -40% -55%
Use Text for other reasons +66% +70%
Agree: My Cell is an extension of my personality +85% +110%
Agree: l like to look at advertising +01% +35%
Source: GfK MRI Survey of the American Consumer. Wave 63. Field Dates: 3-10/2010

Setting aside age differences, comfort with texting and how consumers feel about their mobile phone appear to impact the attention paid to texted ads and the use of text as an ad response mechanism. For instance, cell phone owners who use text for other reasons -- such as communicating with friends and family or receiving text alerts -- are 66% more likely to have looked at a texted ad and 70% more likely to have used text to respond to an ad or have made a purchase than the average cell owner. And mobile phone owners who agree with the statement, "My cell phone is an extension of my personality" are 85% more likely to have looked at a texted ad and 110% more likely to have used text to respond to an ad or to make a purchase.

Not surprisingly, adults with mobile phones who agree with the general statement "I like to look at advertising" are 35% more likely than the average mobile phone owner to have used text to respond to an ad or to make a purchase.

"Since more and more marketers use text as part of their overall messaging strategy, it's noteworthy that the youngest consumers seem to be the most amenable to looking at texted ads and using text to respond to ads and make purchases," said Anne Marie Kelly, SVP, Marketing & Strategic Planning, at GfK MRI. "Given that more than four billion text messages are sent each day in the United States, it seems clear that if older adults were going to take to texted ads or text as a response mechanism, they would have already done so. Reaching this group via texting will be a challenge for advertisers."

About GfK MRI

GfK MRI has a singular goal: to provide the clearest and most detailed view of American consumers -- who they are, what they buy, how they think, and the best ways to reach them. Founded in 1979, GfK MRI is the country's leading provider of magazine audience ratings, multimedia research data and penetrating insights into consumers' behavior and motivations.

When conducting its national Survey of the American Consumer™, GfK MRI interviews approximately 26,000 U.S. adults in their homes each year, asking about their use of media, their consumption of more than 6,000 products in 550 categories, their lifestyles and their attitudes. Because these interviews are structured as an area probability study, the results are projectable to the entire U.S. adult population. The Survey also serves as a foundation for an array of innovative GfK MRI research products that answer the market's need for granular, cross-media and consumer-focused information.

GfK MRI is part of The GfK Group, based in Nuremberg, Germany. The Group delivers a range of information and consultancy services in three business sectors: Custom Research, Retail and Technology and Media. It is the No. 4 market research organization worldwide, operates in more than 100 countries and employs over 10,000 staff, more than 80% of whom are based outside of Germany.

For further information on GfK MRI, visit our Web site: www.gfkmri.com. And, follow us on Facebook (www.facebook.com/GfKMRI) and Twitter (www.twitter.com/GfKMRINews).

Contact Information

  • CONTACTS:
    Anne Marie Kelly
    SVP, Marketing and Strategic Planning
    GfK MRI
    212-884-9204
    Email Contact

    Steve Ellwanger
    Press Counsel Group
    203-856-8303
    Email Contact

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