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(mobileYouth) Teens: Instagram's growing vocal minority
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(mobileYouth) Teens: Instagram's growing vocal minority

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  • 1. Teens: Instagram’s growing vocal minority MOBILEYOUTH ® youth marketing mobile culture since 2001 1
  • 2. Fans: 5% of the users create 60% of the content MOBILEYOUTH ® youth marketing mobile culture since 2001 2
  • 3. Teens: 15% user base but use service most MOBILEYOUTH ® youth marketing mobile culture since 2001 3
  • 4. Teen experimentation drivesthe evolution of Instagram behavior MOBILEYOUTH ® youth marketing mobile culture since 2001 4
  • 5. Teen usage driven by 2 key social drivers:1) need to belong & 2) need to be significant MOBILEYOUTH ® youth marketing mobile culture since 2001 5
  • 6. Facebook no longer offers teens Discrete space MOBILEYOUTH ® youth marketing mobile culture since 2001 6
  • 7. if Facebook is the kitchen,Instagram is the bedroom MOBILEYOUTH ® youth marketing mobile culture since 2001 7
  • 8. Instagram opens the doorto the discrete teen Interest Economy MOBILEYOUTH ® youth marketing mobile culture since 2001 8
  • 9. by Graham D Brown About Graham Brown: technology industry analyst, business author and public speaker Themes: social business, technology marketing, youth culture, consumer behavior, social psychology and digital anthropology Testimonial “Graham Brown is a marketing whistleblower despised by advertising agencies the world over for sharing the simple truth that you can’t buy or hurry love…you have to earn it yourself. So if you’re happy to continue paying for sex that leaves your brand empty on the inside, crying itself to sleep at night, don’t bother reading this book. However, if you want to build a brand with soul and earn lifetime loyalty from your consumers then buy all his books before advertising agencies find a way to silence him forever.” Jamal Benmiloud, Vice President Marketing, Monster Energy Drinks Biography Author of the mobileYouth report and upcoming book “The Mobile Youth”. Published Amazon author of “All is Social”, “The Youth Marketing Handbook”, “Influence: A Marketer’s Handbook” and “Youth Marketing 101: How to win the youth market without advertising”. Since witnessing the growth of youth media and technology having lived in Japan in the early 90s, Graham along with business partner Josh Dhaliwal has helped grow mobileYouth to serve over 250 clients in 60 countries worldwide – names such as Vodafone, Nokia, Coke, McDonald’s, Telenor, Orange, O2,Verizon, Boost Mobile, the UK government and the European Commission. Graham is a regular public speaker and has presented at the 3GSM World Congress, Barcelona and been interviewed on CNN, CNBC, BBC TV and Radio. His work has also featured in the Wall Street Journal, Financial Times and the Guardian. He hosts the youth marketing stream on Upstart Radio and mobileYouth’s own TV channel. Graham is also a judge on the Mobile Marketing Association’s Award Panel, advisory board member to UNICEF on their mobile media strategies and an advisor to the Global Youth Marketing Forum in India. MOBILEYOUTH youth marketing mobile culture since 2001 ® 9
  • 10. THE MOBILEYOUTH 2013 REPORT youth marketing insights for handset brands, content providers and operators features: 29 reports 400+ pages data, charts, cases mobileYouth: tracking youth & mobile culture since 2001 MOBILEYOUTH youth marketing mobile culture since 2001
  • 11. THE MOBILEYOUTH 2013 REPORThttp://www.mobileyouth.org MOBILEYOUTH youth marketing mobile culture since 2001