The Multi-Screen Consumer

I recently came across this incredible presentation by Google highlighting the impact technology has had on our consumer habits recently. It outlines how consumers are constantly switching between media devices and the effects it has on our behavior.

There are a lot of good figures in the report, but here are a couple that I found most interesting:

  • 90% of all media interactions are screen based
  • We spend 4.4 hours of our leisure time in front of screens daily
  • 38% of our daily media interactions occur on the smartphone, compared to 24% on PC.
  • 80% of searches on smartphones is spontaneous

Some of these findings may be shocking, but many of them will not surprise anyone who has browsed the internet on their smartphone while watching TV.  For anyone remotely familiar with technology, the idea of switching between devices regularly is not a foreign concept. What is more interesting is how we use our devices.

The fact that 80% of our smartphone searching is spontaneous, “spur of the moment” searching, is particularly telling. Most people, myself included, search on their smartphone when they need something answered immediately. Spontaneous searching has become a huge part of our consumer habits, and has started to bleed over to our donation habits as well.  Earlier this year, the Millennial Impact Report found that 42% of millennials gave to what inspires them at the moment, otherwise known as impulse donations.

If there is one main takeaway from all of this, it’s this: Your website must be optimized for the smartphone. People are already interacting with your content through their phones, and this is only going to increase with time.  I already know a few people who only browse the internet on their phones. So why risk putting off smartphone users with a cluttered, text-heavy website?

Check out the full Google report here


Why Millennials Give and Three Big Takeaways

This week, the 2012 Millennial Impact Report, a survey of over 6,500 people ages 20-35 conducted by Achieve and Johnson, Grossnickle, and Associates, was published showing a lot of promising trends. Probably the biggest finding of the survey was that despite the US being in recession and unemployment being a major issue for young people, 75% of millennials donated in 2011.

Although the majority of these donations were $100 or less, the typical millennial donated to five organizations in 2011, and 87% said they expect to support at least the same amount in 2012. This is very exciting news, as it proves that young people want to get involved and donate. Now it is up to the nonprofits to make sure they inspire millennials to give.

Here are three of the biggest takeaways from the report:

1.)  Over 77% of millennials said they have smartphones.

On top of that, 65% still say the website is their preferred method of learning about nonprofits. These two figures emphasize the increasing importance of a strong smartphone presence for all nonprofits.

This doesn’t necessarily mean your nonprofit needs to spend loads of money to build a mobile app. It simply means that your website should still look presentable on all devices. There is a good chance that most young donors first exposure to your nonprofit will be through their phone, so why risk putting them off because your website looks cluttered on the small-screen?

2.)  42% of millennials gave to what inspires them in the moment

The two key pieces to this statement are inspires and in the moment. Millennials want to be inspired, they want to change the world and solve major problems. It is your job as a nonprofit to light that fire within them.

The other important factor is that millennials donate “in the moment.” This doesn’t mean that they donate at random or haphazardly. Instead it implies that you only have a small window to capture their attention, so you need to make your call-to-action as clear and easy as possible. You don’t want to lose that inspired feeling because your donation button was difficult to find.

3.)  Their biggest pet peeve was not knowing how their gift will make a difference

Be clear in how their donation will be used. Donors want to feel a personal connection to the nonprofit, and more importantly, want to feel that their money is not being wasted. By providing a clear explanation of how their donation will make a difference, you are allowing the donor to feel the benefits of giving and inspiring them to share this feeling with others.

Be sure to check out the full report here.

What inspires you to give? How do your giving habits relate to these findings?