Fact:24-35 year olds make the largest percentage of any age group spending time online.
Question:Are brands paying attention?
Facebook has changed market dynamics.
It has changed the way we relate to each other,it has brought people from all walks of life together .Created virtual communities around interests and brands in a way that for a person who studies trends online, is simply astounding.
Almost every business is on the online wall of fame…facebook .
You no longer have to pick groceries at the supermarket ,go shopping for clothes,cosmetics or baby essentials at a brick and mortar store.
You can do it online and with the way money transfer works in Kenya…voila ..goods delivered and you did not even have to step out of your house or office.
This trend is replicated in many other markets across Africa and in the world.
Companies,small and medium-sized businesses are now on Facebook and many have attracted their customers to their pages with offers,discounts and many other enticing goodies and freebies.
But how many of these business are paying attention to what 24-35 year olds are doing and discussing online.
This age group spends a lot of time online.
How many have sat their marketing teams down and discussed or even put in place plans for what their customers will need in five or even a years time?
How many have taken in mind the changing lifestyles of these same group in 10 years time and put in place structures that will ensure they are customers for life?
When Safaricom Limited released its first quarty report,it reported that 80 billion Kenya shillings accounted for transactions between customers on its Mpesa money transfer service.
Did you get that…. 80 billion Kenyan shillings,a third of the country’s GDP in just 6 months.
Read more about the results here and here.
With the way things online are shaping up,the next quarter will be a fantastic one for the mobile company that controls the largest percentage of the mobile money transfer market. It has more than 15 million customers registered on the mobile money transfer business.
Why focus on this age group?
These are people on their first/second jobs.
They have money to spend.
They are at crucial periods in their lives where major decisions like getting life partners,starting families,settling in their careers matter .
They want great service/products and are happy to pay for them.
They are creating groups based on common interests from online businesses/entrepreneurs to mummy groups to dissatisfied customer groups.
They are sharing ideas on where to get the best deals on houses,mobile devices,great discounts and venting when they get bad service.
For brands that want to keep their customers and gain more market share it means they have to be good, really good at whatever service/product they are offering.
They have to learn to anticipate what their customers need and provide it .
They have to provide a really great customer experience .
By paying attention to the lifestyle dynamics and interests this generation enjoys,brands will be able to anticipate their customer needs,meet them and survive the market place.
Let brands start listening to the online chattering going on among online communities,put their ears to the ground(figuratively of course)…it matters and in more ways than one.