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
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