Millennials and Affluent Prefer Mobile for Brand Connection After Purchase

Registria has released results from a new study which found that younger and more affluent consumers would prefer to connect with brands through their mobile device, over email and paper literature, immediately after purchasing a new product.

According to the study, 47% of consumers aged 18-34, and 47% of consumers who make $100,000 and above, say they would like to receive product setup instructions, tips, and service and warranty information directly to their mobile device.

"Consumers want to connect with the brands they buy. Their reasons for wanting to do so not only provide value to them as customers, but they are also significant revenue-generators for manufacturers," said Chris McDonald, CEO of Registria. "The process of product registration has evolved over the past 40 years, and mobile technology makes it even easier for brands to use product registration as an engaging way to onboard customers."

According to Registria, product registration has been the main vehicle for durable consumer brands to identify and understand their consumers. However, the traditional process of filling out paper or online registration information can be a barrier. In the study, 68% of all consumers say they never register their products, and of those:

- 38% intend to, but forget or just never get around to it
- 16% say it's a hassle, and
- 12% don't want to share their personal information.

56% of consumers say that receiving warranty and service plan information is the most important reason to register a product, while 25% cite safety and recall notifications as the most important reasons to register.

These priorities shift among younger consumers aged 18-34, who think it is more important to register products in order to be notified of deals on accessories and complementary products. In addition, consumers with higher income of $100,000 and above say staying connected with a brand for loyalty and VIP programs is the most important reason to register.

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