Millennials want to use their smartphones for pretty much everything, and they’re starting to look askance at any organization that doesn’t accommodate their mobile needs.
According to a new survey from research company Zogby Analytics and image software provider Mitek, more than a third of millennials have already made a purchase or selected a brand on the basis of the company’s mobile capabilities and almost half interact daily with at least one retail mobile site.
Most respondents indicated retailers ought to offer robust mobile-commerce apps to their customers. About 42% are still willing to shop with retailers that don’t provide an app or mobile-optimized site “but they are likely to complain and feel negatively about it,” said a Mobile Marketer report on the survey. “Fourteen percent claim to avoid businesses that do not offer mobile capability.”
Millennials, the age group dominating college and university enrollment at present, also feel they should be able to use their smartphones’ image-capturing technology to auto-populate electronic forms, such as registering for classes or signing up for an online store’s membership program.
“Institutions must adopt a new way of communicating and interacting or they will be left behind,” said Jim Debello, CEO of Mitek.