State of Mobile Youth in Asia: 20 Emerging Trends on Mobile and Influence from Asia for 2011 http://www.mobileyouthreport.com/presentations

1. State%of%Mobile%Youth%across%Asia%
20"Emerging"Trends"on"Mobile"and"Influence"from"Asia"for"2011"
©"MOBILEYOUTH"2011"
FLICKR:"TANYVONNE"
HTTP://WWW.MOBILEYOUTH.ORG""

2. Emerging%Trends%
from%Key%Asian%
Markets%
1.8"billion"
©"MOBILEYOUTH"2011"
mobile"owning"
youth"around"
the"world.""
56%"of"them"
live"in"Asia"
(source"mobileyouthreport.com"2011)"
FLICKR:"STEPHEN"MCGRATH"
HTTP://WWW.MOBILEYOUTH.ORG""

3. #1:%The%Mobile%Youth%of%Australia%
Australia"registered"$155"million"in"mobile"commerce"sales"in"
2010"driven"largely"by"young"mobile"owners"
(source"PayPal"&"Nielsen)"
©"MOBILEYOUTH"2011"
FLICKR:"JOE"BENNETT"
HTTP://WWW.MOBILEYOUTH.ORG""

4. #2:%The%Mobile%Youth%of%China%
84%"of"Chinese"Youth"use"mobile"phones"as"primary"
device"to"access"the"internet"
(source"Nielsen)"
©"MOBILEYOUTH"2011"
FLICKR:"SOCTECH"
HTTP://WWW.MOBILEYOUTH.ORG""

5. #3:%The%Mobile%Youth%of%Hong%Kong%
87%"Hong"Kong"youth"own"a"mobile"phone."Highest"ownership"
rate"across"the"APAC"region"
(source"Synovate)"
©"MOBILEYOUTH"2011"
FLICKR:"CALVIN"CHU"
HTTP://WWW.MOBILEYOUTH.ORG""

6. #4:%The%Mobile%Youth%of%India%
Less"than"50"million"youth"have"access"to"internet"in"India.""
But"more"than"350"million"will"own"mobile"phones"by"2012"
(source"BCG)"
©"MOBILEYOUTH"2011"
FLICKR:"COMSEC"
HTTP://WWW.MOBILEYOUTH.ORG""

7. #5:%The%Mobile%Youth%of%
Indonesia%
Only"in"Indonesia,"BlackBerry"handsets"outsell"Apple’s"iPhone"
at"a"scorching"pace"of"12dtod1"
(source"Jakarta"Globe)"
©"MOBILEYOUTH"2011"
FLICKR:"RICKY"QI"
HTTP://WWW.MOBILEYOUTH.ORG""

8. #6:%The%Mobile%Youth%of%Japan%
60%"Japanese"youth"access"social"networks"through"their"
mobile"phones"
(source"Trendstream)"
©"MOBILEYOUTH"2011"
FLICKR:"PHOTOCAPY"
HTTP://WWW.MOBILEYOUTH.ORG""

9. #7:%The%Mobile%Youth%of%Malaysia%
Nokia"is"the"most"recommended"and"owned"
"handset"brand"among"young"people"in"Malaysia"
(source"mobileyouthsurvey.com"2011)"
©"MOBILEYOUTH"2011"
FLICKR:"AHMAD"MARICAR"
HTTP://WWW.MOBILEYOUTH.ORG""

10. #8:%The%Mobile%Youth%of%Philippines%
70%"of"operator"revenue"for"2012"in"the"Philippines"will"come"
from"mobile"internet"
(source"mobileyouthreport.com"2011)"
©"MOBILEYOUTH"2011"
FLICKR:"ALEX"STEFFLER"
HTTP://WWW.MOBILEYOUTH.ORG""

11. #9:%The%Mobile%Youth%of%Singapore%
93%"of"youth"between"age"12"to"14"in"Singapore"own"a"mobile"
phone,"above"the"regional"average"of"47%"
(source"Synovate)"
©"MOBILEYOUTH"2011"
FLICKR:"WHYOGEE"
HTTP://WWW.MOBILEYOUTH.ORG""

12. #10:%The%Mobile%Youth%of%Vietnam%
Vietnamese"teenagers"(13d19"age"group)"will"drive""
growth"of"the"mobile"youth"market"in"2011"&"2012"
(source"mobileyouthreport.com"2011)"
©"MOBILEYOUTH"2011"
FLICKR:"DAVID"MCKELVEY"
HTTP://WWW.MOBILEYOUTH.ORG""

13. #11:%The%Mobile%Youth%of%Rural%Asia%
India"&"China"account"for"60%"of"the"enhre""
global"mobile"owning"rural"youth"populahon"
(source"mobileyouthreport.com"2011)"
©"MOBILEYOUTH"2011"
FLICKR:"MINNEAPOLIS"INSTITUTE"OF"ART"
HTTP://WWW.MOBILEYOUTH.ORG""

14. The%Mobile%Youth%
Asia%Tour"
DesQnaQons%
Malaysia"
©"MOBILEYOUTH"2011"
Singapore"
Hong"Kong"
Indonesia"
Philippines"
China"
Vietnam"
India"
FLICKR:"TAKOMABIBELOT"
HTTP://WWW.MOBILEYOUTH.ORG""

15. The%Mobile%Youth%Asia%
Radio%Show"
Get"insights,"trends"and"stories""
on"mobile"and"youth"culture"from"around"Asia"
hip://itunes.apple.com/in/podcast/id425608929""
©"MOBILEYOUTH"2011"
THE%MOBILEYOUTH%ASIA%RADIO%SHOW%
INSIGHTS"ON"MOBILE"AND"YOUTH"CULTURE"FROM"ASIA"
FREDDIE"" GHANI"
BENJAMIN" KUNTO"
HTTP://WWW.MOBILEYOUTH.ORG""

16. Key%Trends%in%Youth%
Influence%from%Asia"
Worddofdmouth"
©"MOBILEYOUTH"2011"
from"friends"
drives"57%"
purchase"
decisions"among"
Asian"youth"
(source"iProspect)"
FLICKR:"TED"OLLIKKALA"
HTTP://WWW.MOBILEYOUTH.ORG""

17. #12:%FaceZtoZFace%
77%"of"all"worddofdmouth"is"done"in"person,"face"to"face"
(source"North"Eastern"University)"
©"MOBILEYOUTH"2011"
FLICKR:"TERRY"REILLY"
HTTP://WWW.MOBILEYOUTH.ORG""

18. #13:%Low%Trust%in%AdverQsing%
76%"consumers"do"not"trust"what"companies"say"in"adverhsing"
(source"Yankelovich)"
©"MOBILEYOUTH"2011"
FLICKR:"BEN"+"MAGGIE"
HTTP://WWW.MOBILEYOUTH.ORG""

19. #14:%Brands%in%Dialogue%
82%"conversahons"about"your"brand"are"between"friends"
(source"Weber"Shandwick)"
©"MOBILEYOUTH"2011"
FLICKR:"VERA"&"JOHN"CRISTOPHE"
HTTP://WWW.MOBILEYOUTH.ORG""

20. #15:%Brand%Discovery%
78%"youth"discover"brands"through"close"friends"
(source"Razorfish)"
©"MOBILEYOUTH"2011"
FLICKR:"K"NICOLL"
HTTP://WWW.MOBILEYOUTH.ORG""

21. #16:%Influencing%Purchase%
79%"of"purchase"decisions"are"influenced"by"close"friends"
(source"Razorfish)"
©"MOBILEYOUTH"2011"
FLICKR:"TED"OLLIKKALA"
HTTP://WWW.MOBILEYOUTH.ORG""

22. #17:%Fans%&%Earned%Media%
Fans"make"up"9%"of"customers"but"61%"of"Earned"Media"
(source"mobileyouthreport.com"2011)"
©"MOBILEYOUTH"2011"
FLICKR:"SNOSHUU"
HTTP://WWW.MOBILEYOUTH.ORG""

23. #18:%Youth%Vs%Adults%
Youth"generate"2X"as"much"Earned"Media"than"adults"
(source"Synovate)"
©"MOBILEYOUTH"2011"
FLICKR:"CLIFF"CHENG"LF"
HTTP://WWW.MOBILEYOUTH.ORG""

24. #19:%Demand%for%Dialogue%
71%"of"telecom"customers"demand"interachon"with"the"brand"
(source"Universal"McCann)"
©"MOBILEYOUTH"2011"
FLICKR:"ML_DUONG"
HTTP://WWW.MOBILEYOUTH.ORG""

25. #20:%Dialogue%is%Social%
63%"youth"involve"friends"in"their"interachons"with"the"brand"
(source"Cone"Consumer"Media"Study)"
©"MOBILEYOUTH"2011"
FLICKR:"ESPEN"FAUGSTAD"
HTTP://WWW.MOBILEYOUTH.ORG""

26. THE MOBILEYOUTH 2013 REPORT
Want more trends?
MOBILEYOUTH
youth marketing mobile culture since 2001

27. 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

28. THE MOBILEYOUTH 2013 REPORT
http://www.mobileyouth.org
MOBILEYOUTH
youth marketing mobile culture since 2001