Millennials more likely to shop on mobile and engage with rewarded ads

Anne Freer | October 6, 2021

Mobile Advertising

Millennials are far more likely to shop using their mobile devices following the pandemic, according to new research from Tapjoy released today.

Over half of millennials said they shoppe more on mobile than in the previous year and 80% said they made mobile purchases often while 73% shopped on mobile one to four times a week.

A whopping 62% also shopped more during the winter holidays and 47% are planning to spend more on Black Friday in 2021 than last year.

They also prefer rewarded apps (58%) over other ad types such as banner ads (12%) and social media ads (10%). Over half (63%) said that their number one reason for making purchases through mobile ads was to receive in-game rewards.

When it comes to interacting with brands on mobile, millennials value how a brand treats its employees (55%), sustainability and environmental awareness (50%) and diversity (46%).

Some 86% are also using their devices for gaming and nearly three quarters played more games as a result of the pandemic lockdowns.

“Millennials get a bad rap, but the truth is, there’s so much more to this demographic than avocado toast. They have a unique perspective: They remember life before the internet but also can’t imagine life without it. They want to find others who share their values, whether that’s in a company they work for or one they follow on social media,” said Lauren Baca, Senior Director of Marketing at Tapjoy. “And they’re just as tech-savvy and attached to their mobile devices as Gen Z, especially when it comes to gaming and shopping. Rewarded ads offer the best of both worlds — they connect Millennials with relevant offers and brands while empowering them to get more out of their mobile games. No wonder 55% say they engage with rewarded ads more than other ad types!”

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