Communication Preferences: How Digital Trends Are Shaping Media Mix and Targeting
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Mantle Marketing
Consultant

From a recent DMA Analytics Community webinar led by Lori Connolly, VP of Research & Analytics at Grizzard Communications Group regarding Grizzard's 6th annual tracking study DonorGraphics in Q1 of 2017.

The technology trends that are driving behavior changes are also influencing preferred marketing channels and media mix. Adults that own a smartphone increased 5% year over year, to 85%. The number of millennials that own a smartphone is a whopping 95%. The rate of smartphone adoption has slowed, though the influence of the omnipresent technology continues to change how we communicate interpersonally, as well as with companies and organizations of interest. Understanding the dynamics help marketers – both commercial and nonprofit – adapt to the trends.