In brief
Apps that serve clearly defined user groups and specific needs can promote products more effectively. The article’s high school student survey highlights distinct communication preferences, supporting a focus on audience segmentation and targeted features.
For promotion and advertising, precise audience targeting is essential. A brand’s target audience, including its age, occupation and income segments, is also an important consideration. Faced with intense market competition, every brand strives to build a positive image to increase its brand value.
Media reports have suggested that 15-year-old and 19-year-old users have broadly similar views on social apps and similar usage habits. A research organisation subsequently collected roughly 7,000-plus online survey responses from high school students about their use of social apps, uncovering several interesting findings, some of which even challenged conventional wisdom.
Targeted Features Are More Effective Than Comprehensive Coverage
One finding was that the most widely used communication tool among high school students was text messaging: 87% of respondents said they sent text messages every day, putting it first among all tools, followed by facebook (72%). Perhaps because high school students rarely use email, 80% did not use GoogleChat. They also disliked reading news websites. WhatsApp, LinkedIn and Pinterest were also unpopular with users in this age group.
For every successful mobile app, a clear understanding of its user base is essential. Clearly defined audience segments can also make promotion more effective for advertisers and partner products. More users are, of course, desirable, but to date, few new products with comprehensive features and an audience encompassing everyone have managed to stand out.
Instead, mobile apps that segment the market and effectively address specific user needs can develop a focused, well-crafted feature set. Apps covering films, football and finance, for example, can better meet the needs of relevant advertising themes and deliver advertising messages precisely and effectively to their target consumer groups.