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Demographics Of Geo- & Location-Based Services [TABLE]
Younger smartphone owners are more likely than older ones to use both location-based information services and geosocial check-in services:
80% of those age 18-29 use location-based services, compared with 75% of those age 30-49 and 64% of those age 50+.
23% of those age 18-29 use geosocial services, compared with 17% of those age 30-49 and 14% of those age 50+. Read the rest at MarketingProfs.
Consumer Social Media Brand Interaction By UK Consumers, By Generation [CHART]
The proportion of UK consumers who have interacted with companies through social media has almost doubled in just 8 months, from 19% in August 2011 to 36% in April 2012, according to [pdf] survey results released in May 2012 by Fishburn Hedges and Echo Research. Brand interaction over social media is highest among 18-24-year-olds, at 49.5%, and declines alongside increasing age. Even so, almost one-third of 45-54-year-olds have made contact with a brand through social media, and more than one-quarter of those over 55 report having done so. Read the rest at Marketing Charts.
Spanish Facebook User Demographics [CHART]
In February 2012, eMarketer estimated that the number of Facebook users in Spain grew nearly 50% in 2011 to 12.8 million. This year, the site’s 14.9 million users will account for just over 85% of all social networkers and half of all internet users in the country.
According to April data from social analytics firm Socialbakers, which culls user data from the Facebook API, Facebook’s audience in Spain is split evenly by gender but skews toward younger internet users: 58% are 34 or younger, while only 6% are 55 or older. Read the rest at eMarketer.
Real-Time Mobile Activities, By Generation [CHART]
Unsurprisingly, millennials are leading this real-time information-seeking trend. The frequent texters and savvy social networkers are using their devices to coordinate plans, find information and make decisions. It’s likely that the Gen X and Boomer generations will catch up with younger consumers, especially as smartphone penetration continues to grow among older consumers. The Pew study showed that less than half of US mobile phone owners ages 30 to 49 used their phones to coordinate a gathering, compared to 60% of those in the 18-to-29 age group. Read the rest at eMarketer.
Mobile Finance Users By Generation [CHART]
Consumers who engage with finance content and ads on their mobile devices (”mobile finance users”) are disproportionately young and male, and place a high value on brands, finds Millennial Media [download page] in a May 2012 study conducted in partnership with comScore. While 25-34-year-olds make up only 17% of the mobile audience, they account for 32% of mobile finance users. Similarly, 18-24-year-olds, who make up 13% of the mobile audience, represent 21% share of those using mobile finance. Overall, mobile finance users are also more likely to be male (55%) than female (45%).
A March 2012 report from the Federal Reserve found a similar trend, showing that mobile banking skews young: those aged 18-29 made up 43.5% of users, relative to 22% of mobile phone users, while those 60 and older represented just 6% of mobile banking users, while holding 24% share of all mobile phone users. Read the rest at Marketing Charts.
Millennial vs Gen X Mom's Childrens' Tech Use [CHART]
Another survey conducted in July 2011 by BlogHer and The Parenting Group dovetails with Mom Central’s findings. Some 33% of Gen Y and 20% of Gen X moms who use the internet told BlogHer that their children had used smartphones by age 2. Slightly higher percentages of moms said their children age 2 or younger had used mobile phones and laptops. Read the rest at eMarketer.
Technographics Of Romney & Obama Supporters, By Generation [CHART]
President Barack Obama and Republican candidate Mitt Romney show varying audience patterns when comparing the composition of their website and social media visitors, finds comScore [download page] in an April 2012 report. President Obama’s website visitors skew older in general than his social media site visitors, with 57% of the former group aged 45 and over, compared to 22% of the latter. This might be expected, given social networking sites’ higher penetration among younger age groups. Surprisingly, though, Republican presidential hopeful Mitt Romney’s website audience skews younger than his social media audience, with 46% of the former aged under 35, compared to 41% of the latter.
According to March 2012 figures from Nielsen, 52% of visitors to BarackObama.com during January were either aged 50-65 (34.6%) or over 65 (17.4%), the highest proportion of the 5 candidates studied. Read the rest at Marketing Charts.
Weekly Shopping Chores, By Gender/Generation [CHART]
The leading source of disruption may be obvious: sales or promotions, cited by 66% of shoppers in a January 2012 Integer Group and M/A/R/C Research survey. Coupons followed at 30%, while the next most popular reason shoppers buy items they did not intend to purchase beforehand provides insight into a different type of trigger: Twenty-three percent added a nonessential, on-the-spot item to pamper themselves, proving that marketers should never underestimate the sway of an emotional appeal. Read the rest at eMarketer.
Consuming Attitudes Toward Overconsumption [CHART]
A high proportion of consumers worldwide feel they are spending too much on unnecessary items and are looking to scale back and live more simply, finds Euro RSCG Worldwide in April 2012 survey results. Young consumers (aged 18-34) in particular seem to believe that they have wasted lots of money on things they don’t really need, with 52% feeling this way, compared to 47% of the 35-54 set and 45% of those aged 55 and over. Half of the youngest group say they are tired of overconsumption (buying/consuming too much) and are looking to scale back, a sentiment shared by 54% of the 35-54-year olds and 57% of those 55 and over. In fact, 4 in 10 of the more than 7,000 consumers surveyed in 19 countries think they would be happier if they owned less. Read the rest at Marketing Charts.
Millennials & Privacy [CHART]
Data from Euro RSCG Worldwide’s “This Digital Life” indicates that a high proportion of global consumers worry about the privacy habits of Millennials. In fact, 61% of those aged over 55 worry about the impact digital technology and social media are having on young people, with 57% of 35-54-year-olds and 53% of 18-34-year-olds agreeing.
Additionally, roughly 4 in 5 of the 55+ group feel that young people today have no sense of personal privacy and are willing to post anything and everything about their lives online, a sentiment shared by 74% of those aged 35-54 and 66% of those aged 18-34. Read the rest at Marketing Charts.
