scenarioDNA Study Fnds Gen Y at the Gates of Mobility

Despite the perception that Generation Y is prime for mobile marketing, we’re not quite there yet. According to a new survey by brand-planning think tank scenarioDNA, we’re still in the early stages of its evolution. The survey looked at two common mobile venues for those aged 14 to 24: music and video games.

Consider this, although iPod defines music for 56% of Gen Yers polled in the survey, more than half (50.7%) of Gen Yers listen to their music mainly at home. Meanwhile, 40% of respondents claim that the handheld device Game Boy defines gaming for them. Yet 71.1% say they mainly play their video games (guess where?) -- at home.

“The opportunities for mobile marketing related to Gen Y are limited,” says Marie Lena Tupot, research director, scenarioDNA. “With bans on portable electronics in school and the workplace, teens and young adults are not yet permitted to be as mobile as they can be. For now, home is where they live.”

As the bans lift over time, they will reveal consumers that possess all the ideal makings for successful mobile campaigns: social networks, technical savvy and, of course, mobility.

The scenarioDNA survey reveals that 89.3% of respondents learn about new music from their friends. Approximately 68% learn about new video games from their friends. And they enjoy sharing their experiences. 80% lend or borrow CDs. 76% gather friends when they’re gaming.

The survey also found an element of gender equality with both males and females demonstrating like behaviors. Instead, the great divider was age.

14-15 year olds unanimously look to their friends for music resources, whereas 73.9% of 22-24 year olds seek the insight of friends. When it comes to games, 94.1% of 14-15 year olds look to friends, yet only 43.5% of 22-24 years do.

As they get older, they also are more likely to venture from home. 22-24 year olds are most likely (43.5%) to be listening to music in a car. Home is the most likely place for 14-15 year olds to listen to music (58.8%) and play video games (77.8%). 22-24 year olds are still playing games at home, but the percentages lessen to 60.9%. The slack is picked up by playing at friends’ houses (18.4%).