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Mobile Convention Amsterdam - Youth Media - Joseph Ciprut
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Presentation of Youth Media (Joseph Ciprut) during Mobile Convention Amsterdam.

Presentation of Youth Media (Joseph Ciprut) during Mobile Convention Amsterdam.

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Mobile Convention Amsterdam - Youth Media - Joseph Ciprut Document Transcript

  • 1. YOUTH







MOBILE

















TRENDS



 



2011‘My
phone
is
my
friend’An extension of the persona & the key to connecting with friends Who
are
they? Market
Size How
Youth
Communicate Engagement
with How
to
Market
to
Mobile
Youth
  • 2. for
 thos e
 able
 to
 engage 
this
 grass roots
 force.for
 those
 too
 slow






 






 




to
 respond.
  • 3. Think
 of
 them
 as 














“OpBmizers ” 














 …an
 em erging
 genera)on 
 









of
 change
 agents …Constantly
op4mizing
their
rela4onships:









with
friends,
brands,
even
governments! Genera4on
Y The
Z
Genera4on Screenagers Millennials Connected Einstein
Genera4on Collec4ves Nintendo Genera4on Nexters




Mobile
is
a
key
tool
as
alterna4ves
are
just
a
click
away. One
sure
thing
can
be
observed
about
youth
behavior
by
examining they
are
basically
restless. their
interac4ons
is
that


  • 4. Their
parents
were

‘digital
 immigrants ’,they
are
‘digital
 naBves ’
Need
to
Con sum e 
&
Gene rate 
media. Expecta4on: Fast
 technol ogy & instant connecFonHow
Mobile
Youth
communicate: 








‐
and
what
else
do
they
do
online…SMS
is
their
preferred
means
of
keeping
in
touchwith
friends ‘Email
is,
like,
so
yesterday’ ‘Email
is
only
for
communicaBng 
with
older
people’
  • 5. American
teens
send
 &
 rece ive3,339
texts
a
month. 94%
texBng


Teen
females:
Average
4,050 91%
take
a
picture
 63%
access
internet
Teen
males


:
Average
2,539 61%
play
music 57%
play
a
game Age
18‐24
:
1630 1.8
Billion
mobile
accounts
held
by5.2 
1.3
Billion
unique
mobile
youth 
(5
‐
29
yrs)Billion3.7Billion $
350
Billion
annual
spend 1.2
 Trillionglobal on
operator
services
alone! 
 global Average
age
of
geVng first
mobile
phone
: 7
  • 6. M‐ Pes a
 
 Mx it
 YozaNorth
America:




105
mil lion
 /

$71
 bi l lionEurope:




280
 mi lli on
 /
 $78
 bi ll ionAsia
&
Pacific:



900
 mi lli on
 /
 $120
 bi lli onAfrica
&
The
Middle
East:


180
 mi lli on
 /
 $33
 bi ll ionSouth
America:



180
 mi lli on
 /
 $43
 bi ll ion Over

$1
trillion
generated
from
SMS
over
the
last
decade. Youth
SMS
use
will
fall
20%
in
the
next
5
years
due
to Next
Genera)on
Messengers
like: QQ Weibo Whatsapp BBM
  • 7. Invest
in
building ARPU communiFes with
youth ARPU,
 collaboraFonGSM
Operators AcBve
Customers,
see
success
asgrowth
in: Abachment
Rates ATPU 85
MB LifeBme
customer
value
+ By
2015:
750
MB Unique
value
added services
+$22
Developed
markets$12
Emerging
markets Apps $
38
Billion
by
2015 


EVOLUTION
AMONG
MOBILE
YOUTH1.Discovery
of
Technical
CapabiliBes 2.
CreaBng
Social
Currency
  • 8. 




THE
 ERA
 OF 
 MIND FU L
 SP END ING 15%
OF
YOUTH’S DISPOSABLE
INCOME COMPLETE
MOBILE
SPEND
IS BETWEEN
10%
(IN
DEVELOPED
MARKETS)YOUTH
SPENDING
“PIE” &
UP
TO
25%
(IN
EMERGING
MARKETS) OF

YOUTH’S
DISPOSABLE COUNTRY %
SPEND INCOME. USA 10.4% UK 13.5% CompeBBon
 is
 no Brazil 17.9% longer 
th e
 big
 categor y India 20.2% player s. S/Africa 24.0% In
2011,
youth
will
buy
more smartphones
as
a
result
of
EARNED not
BOUGHT
media. ‘social
media’ That
means
RecommendaBon
not AdverBsing
  • 9. Engagement: InteracFon Involvement InFmacy Influence3
needs
youth
have:1.To
feel
safe and many wants…2.To
belong3.
To
be
significant FIND WHAT YOUTH LOVE
  • 10. FINDWHATYOUTHTHINKFINDWHATYOUTHfear
  • 11. FIND WHAT YOUTH WANT. Myspace Whose space?? Too
nerdy.Secondlife?
  • 12. Three‐month
 globa l
 Alexa
 traffic
 rank 
:
 120. 73%
 of
 visits
 mul B‐pa ge #6 0
 in
 the
 US, 12
 %
 visitors
 from
 Eur ope %14
:
13‐17 %33
:
18‐24 54%
Male 46%
Female hlp://www.stumbleupon.com/36
%
Americans29
%
Europeans










browsed
mobile
web
in
December
2010Access
through
an
applicaFon:
34
%
Americans
28
%

Europeans.Globally,
mobile
browsing/applicaBon
usagegrowing
7‐9%
  • 13. Discover more.Aim
to
inspirepassionate
fansrather
than
being
‘liked’
by
alarge
market
share.
  • 14. To
find
out
what
youth
want,
askthem,
observe
them. They
will
tell
you.
Honestly.
A
 qu esFon
 to
 always
 ask
 them 
 ‐and
 to
 yourself:



 

How
 can
 I
 be 
more
relevant? Get

youth
involved
 from
the
 



earliest
stages
of
the
brand:
  • 15. Concept Design Testing Production Packaging MarketingFor
youth,
taking
acFon
on
behalf
of
brands
is
aCore
Value.They
gain
credibility
and
status
in
theirfriends’
world
by
expressing
opinions,sharing
ideas,
observaFons
and
thoughtsabout
brands.
  • 16. ‘AcBonab le
 insight
 generaBon ’ 


  Inte rns hips  Ethnographic
 Research  Wiki
 Based
 Pladorms  Youth
 Advis ory
 Board  Brand
 Ambas sadors 
  Conte sts  Company
Invita4ons  Facebook
 Fan
 Pages 

Facilitate
 the
 dialogue
 with
 youthSome
quick
facts:
60
%
youth
sleep
with
their
mobile
phones Given
the
choice
between spending
their
last
$10
on
topping up
the
phone
or
on
food,
80
% youth
would
choose
the
phone.Mobile
youth
own
2‐3handsets,
omen
on
separatenetworks
to
maximize
theirmessaging
and
call
usagewithin
limited
resources.
  • 17. 3 suggestionsOpBmize
your
web
site
so
itworks
on
mobiles. Data
collecBon
&
analysis
of
the
 youth
mobile
search
marketIdenBfy"super‐influencers"
&"fans" mo bileyouth .org youth res ear chpar tners.com mo bileyouth report.com :mindthrust joseph@c ipr ut .com youthinsight.com