Today’s post is the first of my annual summer series under the umbrella theme of What’s Next USA? I will start with M-Commerce – Cell Me The Snacks! Other blogs that will follow:
- Pets USA Revisited
- Integrated Generosity
- Senior Boomers
- Flip Flops
I debuted my new stump speech titled Millennial Marketing last month in Boston. Later that evening, I went into Cambridge to treat myself to dinner at Legal Sea Foods. When I looked around the restaurant, I observed several teenagers with their parents, disengaged, busy texting away with their flying fingers. They only validated what I had presented earlier in the day; M-Commerce is ready to explode to the next level.
As a marketing geek, I always enjoy reviewing/evaluating data. Detailed below are some key highlights from my speech that corroborate how M-Commerce is ready to positively impact the foodservice industry:
· According to Nielsen, 13 to 17 year olds now text on average 2,899 times per month. If my math is correct, that equates to 93.5 text messages a day. Given that an average teenager sleeps 8.3 hours per day, do the text math per hour. Earlier in the year, the Kaiser Family Foundation report on media usage for 8 to 18 year olds revealed 118 text messages per day for this group. More importantly, only 14% had parental controls for the amount of time they could spend texting. Apparently there were no parental controls at Legal Sea Foods last month.
· The same Kaiser Family Foundation report revealed that this group packs 10.45 hours of media usage into 7-1/2 hours per day. Imagine their multi-tasking skills in five years time.
· One of my leading sources eMarketer predicts that 49.4% of mobile users will be accessing the Internet from their smartphones by 2013. In the past six months they indicated 40% of smartphone users purchased something besides an application via their units. Age was not factored into these numbers. Personally I think these numbers are light, given that Juniper reported that there were 2.4 billion applications in 2009 and this figure will jump to 36 billion by 2014.
· A study conducted by one of the major contract feeders in America indicated that 35% of the meals eaten by Millennials were snacks; they eat on average 4.3 times a day.
What is the implication for the restaurant industry? A blurring of dayparts – operators need to begin planning their current menus beyond breakfast, lunch and dinner. They will need to develop convenient (grab & go), portion control (400 calories or less) snack items to address the grazing eating habits of our mobile/wired, 24/7 Millennials. M-Commerce will be a great way to drive traffic via SMS promotions, videos, loyalty programs, etc. Cell Me The Snacks!