Auto brands much leverage mobile to reach millennials, according to Mobile Marketer.
The United States is shifting to a society defined by smartphones from one defined by cars, raising pressure on marketers to deliver experiences that reflect millennials’ fundamental connection to their smartphones, according to a new MRY study on the future of connected cars.
While adults over age 35 still prefer cars for interacting with friends and family and providing an escape from a hectic day, millennials love smartphones even more for those purposes, according to the study, called “The Future of Mobility: How We Connect to Our Cars.” The findings underscore the challenge automakers face in reaching younger buyers who have a decreasing interest in cars and resist traditional advertising.
“Automakers are investing a lot in technological makeovers for cars, but consumers are most comfortable with the mobile devices in their pockets,” said David Berkowitz, MRY’s chief marketing officer. “Tech companies are positioned to move much faster in innovating the digital experience.