In brief
Clearly targeted apps can support more effective advertising. The article’s survey findings highlight differences in young users’ communication habits, while apps focused on films, football or finance can better match advertising messages to specific consumer groups.
For promotion and advertising, precise audience targeting is essential. A brand’s target audience, including its age groups, occupations and income segments, is also an important consideration. Faced with intense market competition, every brand strives to build a positive image to enhance its brand value.
Media reports suggested that 15-year-old and 19-year-old users had broadly similar views on social apps and habits in using them. A research organisation therefore collected around 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.
Targeting Is More Effective Than Trying to Cover Everything
One finding was that the most widely used communication tool among high school students was text messaging: 87% of respondents said they used it every day, putting it first among all tools, followed by Facebook (72%). Possibly because high school students did not use email frequently, 80% did not use GoogleChat. They also disliked reading news websites. WhatsApp, LinkedIn and Pinterest were likewise unpopular among 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. Naturally, more users are better, but to date, few new products offering comprehensive features and targeting 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 set of features. Apps covering films, football or finance, for example, can better meet the needs of relevant advertising themes and deliver advertising messages precisely and effectively to their target consumer groups.