Mobile Convention Amsterdam - Youth Media - Joseph Ciprut

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

for  thos e  able  to  engage  this  grass roots  force.for  those  too  slow                     to  respond.

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  

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’

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

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

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

     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

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

FINDWHATYOUTHTHINKFINDWHATYOUTHfear

FIND WHAT YOUTH WANT. Myspace Whose space?? Too nerdy.Secondlife?

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%

Discover more.Aim to inspirepassionate fansrather than being ‘liked’ by alarge market share.

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:

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.

‘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.

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

Mobile Convention Amsterdam - Youth Media - Joseph Ciprut

by MobileConventionAmsterdam on Apr 20, 2011

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Mobile Convention Amsterdam - Youth Media - Joseph Ciprut Document Transcript