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Mobi Youth Report Q2 09

Mobi Youth Report Q2 09



A quarterly study on how youth in Kenya are engaging with the mobile device.

A quarterly study on how youth in Kenya are engaging with the mobile device.



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

    • 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
    • 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:
      • 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]