inMarket is announcing that 38 percent of Millennial Generation mothers in the U.S. can now be reached through beacons. This is based on beacon-generated interactions through its platform with more than 36 million monthly active app users visiting several thousand U.S. retailers. The company notes that its platform’s data is verified by comScore.
According to the U.S. Census, millennials were born between 1982 and 2000 and have surpassed Baby Boomers as the largest demographic in the U.S. Besides the shear size of this demo, millennials have caught the interest of marketers because of how their consumer behavior differs from their predecessors. A native understanding of technology — especially mobile — is a core part of the millennial mindset.
inMarket has taken a different approach to the beacon space, and has been hyper-focused on on building its audience since launching its beacon solution in January 2014. This is an interesting wrinkle, because beacons require apps to listen for them in order to reach people.
Though inMarket did not release details about millennials’ interactions with beacon-triggered messages, the firm announced a 20x increase in purchase intent and increase in sales for Hillshire Farm in July 2014.