Recent study shows half of respondents will share offers via smartphones.
Branded Generation C by Nielsen and NM Incite's U.S. Digital Consumer Report, the 18-34-year old demographic is proving to be the most receptive to mobile advertising, a recent RadiumOne study has found.
The report shows that Generation C is one of the most lucrative markets for brands to penetrate, with 50 per cent of respondents sharing offers with friends via their smartphone and 47 per cent indicating that they have clicked on a mobile ad at some point during the past three months.
Meanwhile, 54 per cent said they had made a purchase from a mobile device in the past six months, of which 32 per cent made between one and three purchases, 14 per cent between three and six, and nine per cent making six purchases or more.
Elsewhere, the report revealed that over 55 per cent of respondents used their mobile device to comparison-shop at least once per week. Of those, 33 per cent use it one-three times, 14 per cent use it three-six times and 8 per cent answered more than six.
"The results of our survey shed light into how brands can better communicate and interact with one of the most mobile and influential consumer groups of our time," said Kamal Kaur, vice president of mobile and display at RadiumOne. "Social sharing across trusted connections and viral buzz via smartphones and tablets are extremely influential to the Gen-C population, requiring new rules of engagement between brands and this highly sought after demographic."