According to ComScore’s data, 81 percent of U.S. Millennials (defined as 18-34 year olds) owned a smartphone by the end of 2013 vs. 68 percent of 35-54 year olds and 40 percent of the 55 population. Furthermore, 85 percent of millennials consume digital media on mobile versus 80 percent of 35-54 year olds and 58 percent of the 55 population, and 18 percent of millennials are mobile-only, meaning they do all their Internet browsing, emailing, social networking, and news reading on a smartphone or tablet. That’s 3.5x the percentage of 35-54 year old mobile-only users and 6x the percentage of 55 mobile-only users.Lots of other great mobile usage stats in this article: The Most Important M’s In M-Commerce Are Moms, Millennials And Multinationals
We believe that if you can’t measure a campaign you can’t manage it. Analytics drive the development of the correct strategy, the assessment of the deployed tactics’ effectiveness and the building of ROI models.
In today’s hyper-fragmented online and mobile environment, and with audiences bombarded by marketing messages, campaigns cannot just rely on passive consumption. They need to engage the target audience to break through and generate positive ROI.