Mobile App 2nd December, 2017 Ariana Johnson
Millennials are the center of the target market for mobile app marketers. While they are a tough nutshell to crack but once you’ve caught their attention, you can gather a loyal following. They are demanding impatient and aware users so their app needs to catch up to their fast lives. A generation that holds a strong voice in the App economy explicit certain behaviors that every app developer needs to know about. Let’s start with Millennials and the displayed consumer behavior. The key highlights of which can be listed as follows:
Let’s start with what we know, According to comScore, nearly 35% of 18-34 year-olds chose Amazon as the most essential, followed by Gmail (30%) and Facebook (29%). So while social media apps such as Facebook, Snapchat, Instagram, Twitter or Tinder do secure a special seat in a millennial's smartphone, one app these digital savvy(s) can’t live without is Amazon. The question that’ll interest developers is why millennial mobile app users prefer Amazon over other retail websites. Sure they offer fair prices but so does its competitors so why “41 percent of 18-24 year olds and 41 percent of 25-34 year olds reported by that they have purchased from Amazon.” Why?
It’s unique. Amazon knows the way to millennials heart as it brings out of the box experiences as a part of its services and marketing strategy. For example, one would think to a goat as a part of the lawn trimming service is an absurd idea but Amazon knows the tricks that tick millennials. So, while there are hundreds of websites that sell and ship products, the millennials are drawn towards Amazon that introduces its Amazon Home Services that give you a goat to graze your lawn.
Innovate but keep it useful. Millennials are an innovative breed. They adapt to changes much easily than other generations. So if your mobile app is not innovating, they will choose the competitor.
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comScore reports nearly “64% of 18-34 year-olds have paid at least $5 to download a mobile app in the past year, and nearly 1 out of 5 paid to download an average of at least one mobile app every month and 17% of Millennials had spent at least $20 on an app, compared to just a few percent amongst the older age segments.”
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How many times have you seen a millennial doing a thumb dance on his/her phone while they calmly sip a latte, making you wonder how in the world are they doing that? The secret is out, the 21st century masters of home screen curation not only know the tricks to ‘reachability’ feature on their phones but also have all their apps accessible within the first two screens of the phone. Don’t believe me? Here are the stats!
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If you’re building a mobile app for Millennials, it’s better not have an ugly or generic logo as this can be a key factor in the downfall of your App. According to “The 2017 U.S. Mobile App Report” from comScore, “more than 21% of smartphone users between the age group of 18-34 deleted the apps whose logos were ugly.” While this may come as a surprise to many developers, logos are just as important as the functionalities of an app. Millennials see mobile apps as an extension of their lives and if they can’t relate to the logo or be intrigued by it, they will delete it. To avoid such circumstances, developers can note the following tips while designing their logo:
Do your homework before you design that logo. Developers must check out the latest design trends and layouts of different OS to get an overview of how they can customise it to the trending ideas.
If you’re in luck and have a bunch of suggestions or requests from millennials from your App, pay attention to what they have to say.
What’s the main idea behind your logo? Does it represent your app as a quality app? Developers must walk a mile in customer’s shoes (with a little research) and coil your design around those observations.
Avoid text in the logo. Make it self- explanatory.
As long as you're innovative and useful, your mobile app will be well-received by the digital savvy generation. After analyzing the hottest startup based mobile apps shining on the App Store such as Musical.ly, Triller, Kimoji, Kik, Wattpad and Yik Yak, I traced certain commonalities in most of them that can give developers an insight into making an App for Millennials.
Expressive and makes them feel good about themselves.
Video advertising works faster than other methods. While catchy content does set a seat in millennials, the best way to reach them is through videos-craftsy videos that communicate your vision.
Make them feel connected. If you’re building a social mobile app, this should be an essential in your marketing strategy. Instead of selling its utility, sell its USP- the vision, the connection it offers to the customer. What value addition does it bring to the customer’s life if they join your vision as consumers of the mobile app? They must feel that your app makes them belong to something bigger than themselves.
Social Media is the new religion for Millennials, be available on every platform. Millennials are fast and all it takes for an app to be viral is less than a day. This is only possible if your mobile app can be shared on whatever platform they are on such as Facebook, Twitter, Snapchat and many others.
Push notifications mustn't sound pushy. Millennials hate push notifications but also always subscribe to them, probably due to F.O.M.O (fear of missing out) so as a developer if you can crack the code, you have their attention. Inform, Don’t Sell!
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Millennials are robust, restless and impatient. They need instant gratification. Your mobile app, the product, and its services must be as quick as them. Look at the problems they seek solutions of dating, finding a career path, saving money for college, entertainment, education, health or what makes them anxious? What do they need? The things they are looking for- attention, validation, acceptance from their peers and community, a tool of expression along with many other things.
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Ariana Johnson is currently covering the mobile app trends and sharing her pinpoint views over the recent mobile app news for MobileAppDaily. Apart from her passion for technology she also has a thing for cats, she even owns a Persian cat named ‘Lilly’.
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