Mobi Youth Report Q2 09

Kenya’s leading youth solutions centre media marketing strategy Teenwise Media Limited

Quarter 2, 2009 Report

This is a background information document for:
Mobile Service Providers
Mobile Phone Manufacturers/Distributors
FMCG’s Businesses
their marketing/advertising agencies
any business or organization that intends to use the mobile phone as a marketing tool
mobiYOUTH: A Mobile Phone Marketing Resource

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: How The Data Is Collected

mobiYOUTH: Key Insights 1. Key Features Considered When Purchasing Mobile Phone
In order of priority…
Web/GPRS
Memory
Camera
Bluetooth
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

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

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

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:
on social networking sites
downloading music/wallpapers/games/themes
checking email
seeking information

mobiYOUTH: Key Insights 3. Overview of the Most Popular Online Destinations...
Amount of time spent on websites/applications:
Social Networking – 55%
Chat/IMS– 25%
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
Facebook.com
Waptrick.com
Yahoo.com
Google.com
Goal.com
Wikipedia.com
Nimbuzz.com
Helb.co.ke *
Zedge.com
Myspace.com
*HELB is the only Kenyan site in Top 10

mobiYOUTH: Key Insights 5. The Ten Most Popular Games
Need For Speed
Grand Theft Auto (Vice City)
FIFA 09
FIFA Street
Pro-Evolution
Midnight
Grand Theft Auto (San Andreas)
Tekken 5
Mortal Combat
Call of Duty

mobiYOUTH: Key Insights 6. The Ten Most Popular Content Download Websites
Zedge .com
Waptrick.com
Getjar.com
Beemp3.com
Mobile9.com
Mobango.com
Airmp3.net
Mobilerated.com
Mobiles24.com
Mininova.org
Zegde, Waptrick & Getjar account for about 85% of download website traffic
Kenyan based websites aren’t popular because they don’t offer free downloads, don’t accommodate for individual phone brands, don’t offer vast variety of downloadable items...

mobiYOUTH: Key Insights 7. The Five Most Popular Instant Messaging Services (IMS)
Nimbuzz *
eBuddy
Mig33
Yahoo Mobile
MXit
* Nimbuzz accounts for
about 75% of the IMS
software downloads
These chat sites that allow one to chat with any of your friends who is online in either Facebook, Yahoo, Google talk, Skype, MSN, etc.

mobiYOUTH: Key Insights 8. Most Popular Internet Voice Service (SIP) Softwares
Sype Mobile *
Fring
Gizmo5
Voip Stunt
Yeigo
* Skype accounts for
about 85% of the SIP
software downloads
SIP services are only beginning to gain in popularity. Only about 18% of the youth in this study regularly use SIP services
SIP services allow people to connect to 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:
Gives them a sense of belonging
Gives them the feeling that they are significant/important
Allows them to express themselves freely
Involves and collaborates with them
It incorporates a chat/IM facility!

mobiYOUTH: Key Insights 9. Why Facebook Rocks!
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
How teens use mobile social networks

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
Good in CSR
Congested
M Pesa services
Cheap
Unpopular
Cool ads
Wonderful world
Cheapest
Free SMS
Relationships
Fast internet speed
Boring
Not known
No idea
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: [email_address]

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Mobi Youth Report Q2 09

by Teenwise Media Group on Oct 08, 2009

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