As mobile sits firmly in the driver’s seat fordigital growth, its time we understand thesignificance which mobile consumers oftoday have on the future of mobilestorytelling. Verve pride themselves in stayingone step ahead of the game, continuouslylearning about the driving forces behindmobile consumption. Back in Q4 2016, Ververan a U.S. centric 3,000 respondent researchpaper to truly understand the impact of thenext, fastest growing generation: the MobileProdigies. By definition, these young mobileexperts behave proficiently with their device,demanding innovation, creativity and mostimportantly, relevancy. To see if the U.S.findings corresponded in the U.K. market,Verve ran a three-part video documentary onthe streets of London, interviewing youngmobile influencers around personalisation,attribution and value exchange. The findingsreveal highly switched-on individuals, whoare rapidly transforming the future of mobile.

MILLENNIALS & GEN Z:SHAPING THE FUTURE OF MOBILE STORYTELLING

60%of U.S. Mobile Prodigies (14 – 17 years old) stated they would rather lose their wallet

than their mobile phone. “I don’t even want to think about losing my

phone. It’s like an extension to my arm to be honest” said London respondents.

Mobile Prodigies value their individuality and demandthat advertisers recognise and value it too. Our U.K.research revealed a fine line between bad re-targeting, and personalised engagement. Whenasked their thoughts about both relevant andirrelevant advertising experiences, one Londonrespondent stated “I don’t like it when myinformation is used against me, not for me”. Bad re-targeting hugely frustrates consumers;“Just because I engaged with an ad on Tumblr,don’t follow me to Facebook, don’t follow me toTwitter, don’t follow me to Pinterest. Just goaway”.Smart brands need to understand the consumer’smindset to gain trust and acceptance. Locationintelligence, interest-relevant data and activity-relevant insights provide the true value behindstorytelling. Taking personalisation into the futuremeans predicting what Mobile Prodigies want next.

PART ONE: PERSONALISATION

80%of U.S. Mobile Prodigies expect tailored ads

that not only target location but also recognise their interests and habits.

77% 71%

77% of U.S. Mobile Prodigies prefer ads customised to their current activity, with a further 71% preferring ads customised to

their location.

“I’m going to engage with ads that are more personalised to where I am”“It introduces a new aspect of that place. A new identity”

Despite their obsession with the big wide web,Mobile Prodigies still enjoy in-store experiences withbrands they love. Yet, nearly all of them seek productinspiration from their device prior to purchase. Theyreach out to brands and peers; their mobile devicesserving as a muse, enhancing the in-store shoppingexperience through guidance and the latest deals.When asked if an ad has prompted instant purchase,all of our London respondents stated a resoundingyes. “Saw some trainers advertised the other day,and now they are on my wish list”. “There’s a kindof sense of guilt that comes with that!”.Unsurprisingly, one of the most common themesdiscovered throughout our research narrative, is theirobsession with discounts.

95%

95% of U.S. and U.K. Mobile Prodigies make in-store purchases based on ads they’ve

seen on their mobile devices.

PART TWO: OFFLINE TO ONLINE

THE MOBILE ‘FOMO’“It’s those ‘follow you around’ kind of ads, where eventually I just have

to have it”. “I am such a sucker for that”.

“There is some brand loyalty, but usually not strong enough that if I

see a much better deal somewhere else, I might go for it”.

1in4A quarter of U.S. Mobile Prodigies use a

mobile phone while shopping in a physical store to seek guidance.

Mobile Prodigies are more digitally savvy than everbefore. They are extremely aware that their data isbeing used to enable their online experiences.However, there is still a lack of understanding aroundwhich platforms are using what data, and mostimportantly, how. “I’m not really informed on whatcompanies are going to do with my data.Sometimes it’s misused and used against me”stated a London respondent. Young consumers oftoday are more than happy for their social apps andfavourite brands to access their data, as long as it’s acompany they trust.

PART THREE: VALUE EXCHANGE

44%of U.S. Mobile Prodigies said they will

continue to share location data to see more ad experiences such as Tap-to-Map

42%of Mobile Prodigies will engage with an ad when their data is used correctly to provide them creative experiences.

“They already know about me! I have my location

services switched on; they know exactly where I am

now; so why not. Just, give me some discount!”

DATA VALUEWhen asked if they are happy for companies and

brands to utilise their mobile data, most are more than happy – as long as there is something in it for them:

To see the U.K. three-part video documentary in full, please head to:Mobile Prodigies – Personalisation – Part 1 - https://vimeo.com/217660555Mobile Prodigies – Online to Offline – Part 2 - https://vimeo.com/217026642Mobile Prodigies – Value Exchange – Part 3 - https://vimeo.com/217025538

For further information about Verve, please visit www.verve.com