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Mobi Youth Report Q2 09
 

Mobi Youth Report Q2 09

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MobiYOUTH Report for Quarter 2, 2009. Prepared and presented by Teenwise Media Limited - Kenya's biggest resource for marketing, strategy and media.

MobiYOUTH Report for Quarter 2, 2009. Prepared and presented by Teenwise Media Limited - Kenya's biggest resource for marketing, strategy and media.

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    Mobi Youth Report Q2 09 Mobi Youth Report Q2 09 Presentation Transcript

    • Teenwise Media Limited Kenya’s leading youth solutions centre media marketing strategy
    • Quarter 2, 2009 Report
    • mobiYOUTH: A Mobile Phone Marketing Resource This is a background information document for: 1. Mobile Service Providers 2. Mobile Phone Manufacturers/Distributors 3. FMCG’s Businesses 4. their marketing/advertising agencies 5. any business or organization that intends to use the mobile phone as a marketing tool
    • mobiYOUTH: How The Data Is Collected •The data and information presented in the mobiYOUTH resource document is collected through a quarterly research undertaken by Teenwise Media Limited.
    • mobiYOUTH: How The Data Is Collected •Teenwise Media Ltd. undertook the study of the mobiYOUTH resource document amongst youth aged between 13-17 years and those aged between 18-24 years. •The studies were conducted between the months of April and June 2009. •LSM 5-10, split into LSM 1-4, LSM 5-7 and LSM 8-10
    • mobiYOUTH: Key Insights 1. Key Features Considered When Purchasing Mobile Phone In order of priority… 1. Web/GPRS 2. Memory 3. Camera 4. Bluetooth 5. Radio
    • mobiYOUTH: Key Insights 2. Insights Into Youth Mobile Online Experience •Today’s youth are more techno savvy than any other generation of Kenyan youth before them! •They look for a mobile phone that can access the internet i.e. via EDGE, GPRS, 3G & HSDPA
    • mobiYOUTH: Key Insights 2. Insights Into Youth Mobile Online Experience... •Peer pressure, the need to be in touch with peers, are major influencers in the youth preferring mobiles that can access the net •Social networking sites are the most popular sites visited by youth via their mobile phones
    • mobiYOUTH: Key Insights 2. Insights Into Youth Mobile Online Experience... •Girls are the biggest users of voice and texting on mobile •Girls put the "social" in social networking; they are hyper- communicators •Girls are more likely than boys to send and receive text messages frequently
    • mobiYOUTH: Key Insights 2. Insights Into Youth Mobile Online Experience... •Ability to access the web is now the most important feature on the phone… •More important than the camera facility •Brands like Nokia have low-end GPRS enabled phones retailing as low as KShs. 2,800
    • mobiYOUTH: Key Insights 2. Insights Into Youth Mobile Online Experience... •Youth who surf/browse using their phones spend an average of 30 minutes a day online •On average, youth spend between KShs. 300 – 500 a month exclusively on browsing/downloading •This accounts for about 65% of their total spend on mobile •NB: Being “online” refers to active engagement with their mobile phone
    • mobiYOUTH: Key Insights 3. Overview of the Most Popular Online Destinations Where youth spend their mobile surfing time: i. on social networking sites ii. downloading music/wallpapers/games/themes iii. checking email iv. seeking information
    • mobiYOUTH: Key Insights 3. Overview of the Most Popular Online Destinations... Amount of time spent on websites/applications: 1. Social Networking – 55% 2. Chat/IMS– 25% 3. Application Download sites – 20% (mainly for downloading chat applications, ring tones, mobile phone themes, games, wallpapers, application patches/upgrades)
    • mobiYOUTH: Key Insights 4. The Ten Most Popular Websites 1. Facebook.com 2. Waptrick.com 3. Yahoo.com 4. Google.com 5. Goal.com 6. Wikipedia.com 7. Nimbuzz.com 8. Helb.co.ke* 9. Zedge.com 10. Myspace.com *HELB is the only Kenyan site in Top 10
    • mobiYOUTH: Key Insights 5. The Ten Most Popular Games 1. Need For Speed 2. Grand Theft Auto (Vice City) 3. FIFA 09 4. FIFA Street 5. Pro-Evolution 6. Midnight 7. Grand Theft Auto (San Andreas) 8. Tekken 5 9. Mortal Combat 10.Call of Duty
    • mobiYOUTH: Key Insights 6. The Ten Most Popular Content Download Websites 1. Zedge.com 2. Waptrick.com 3. Getjar.com 4. Beemp3.com 5. Mobile9.com 6. Mobango.com •Zegde, Waptrick & Getjar account for about 85% of download website traffic 7. Airmp3.net 8. Mobilerated.com •Kenyan based websites aren’t popular because they don’t offer free downloads, 9. Mobiles24.com don’t accommodate for individual phone 10.Mininova.org brands, don’t offer vast variety of downloadable items...
    • mobiYOUTH: Key Insights 7. The Five Most Popular Instant Messaging Services (IMS) 1. Nimbuzz* 2. eBuddy 3. Mig33 4. Yahoo Mobile 5. MXit These chat sites that allow one to * Nimbuzz accounts for chat with any of your friends who is about 75% of the IMS online in either Facebook, Yahoo, software downloads Google talk, Skype, MSN, etc.
    • mobiYOUTH: Key Insights 8. Most Popular Internet Voice Service (SIP) Softwares 1. Sype Mobile* 2. Fring 3. Gizmo5 4. Voip Stunt 5. Yeigo •SIP services are only beginning to gain in popularity. Only about 18% of the youth in * Skype accounts for this study regularly use SIP services about 85% of the SIP •SIP services allow people to connect to software downloads landlines and save on local and long distance calls. SIP services drastically reduce the cost of mobile-to-mobile calls
    • mobiYOUTH: Key Insights 9. Why Facebook Rocks! Facebook combines a lot of elements that youth crave for while online. These are: 1. Gives them a sense of belonging 2. Gives them the feeling that they are significant/important 3. Allows them to express themselves freely 4. Involves and collaborates with them 5. It incorporates a chat/IM facility!
    • mobiYOUTH: Key Insights 9. Why Facebook Rocks! How teens use mobile social networks •Social networking is becoming more of a mobile activity •More youth prefer to interact with their social network sites via mobile •Mobile allows for personalized, quick and spontaneous engagement
    • mobiYOUTH: Key Insights 10. Spontaneous Mentions of Mobile Service Providers Respondents were requested to mention a word or phrase that best describes these organizations... Safaricom Zain YU Orange •Expensive •Cheap •Cheapest •Boring •Good in CSR •Unpopular •Free SMS •Not known •Congested •Cool ads •Relationships •No idea •M Pesa services •Wonderful world •Fast internet speed •Iko down/whack
    • mobiYOUTH: Contact Us For a more comprehensive & industry-specific report, or for the development of mobile marketing strategies, please feel free to contact Teenwise Media Limited.
    • Teenwise Media Bouquet of Products
    • Contact Details Tel: 254 20 3861623 Fax: 254 20 3861649 Cell: 0722 331567, 0735 734734, 0752331567, 0770129964 Email: ngaruiya@theinsyder.com