Millennials Drive Growing Demand for Mobile Fitness Apps

By Kimberlee Morrison Comment

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Millennials are the largest generation since the Baby Boomers.

This group, many of whom are digital natives, do pretty much everything from mobile devices — from consuming content, shopping and communicating with their friends on social media.

According to a report from Yahoo, millennials value family and health above all else and are the driving force behind an 88 percent growth in fitness and health related apps.

In fact, one-in-three millennials share health and fitness related content from a mobile device at least once a week. This sharability and recommendations are a key factor in building brand trust.

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Millennials are voracious consumers of content, but when it comes to health and wellness, they want content that provides tips and guidance for how to accomplish their goals. The key is to deliver the message in a format that fits the topic.

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The report provided five takeaways for connecting with millennials:

  1. Prioritize mobile strategy: Mobile is the only media platform where time spent is growing. In fact, mobile adoption is expected to increase from 50 percent to 73.6 percent in the U.S. by 2018.  
  2. Empower consumers to take control: Millennials are driven by a desire to control their destinies and see health and fitness as a gateway to a happy and successful life.
  3. Create content that connects: Develop content that imparts knowledge, how to apply that knowledge, and creates community with success stories and open discussion.

  4. Build trust by making it shareable: The key to establishing credibility among Millennials is to make your content sharable and enable recommendations.

  5. Form follows function: Deliver messages with authenticity and functional design.

Millennials_snapshotTop image courtesy of Shutterstock.

 

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