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MOBILEYOUTH youth marketing mobile culture since 2001                                             preview  THE 2013 MOBILE...
Report 1               The 15 Brands that define 2013             1. Which trends will shape mobile in             2013?   ...
Report 2                     The Mobile Youth Economy             The mobileYouth Economy reveals how             global m...
Report 3                      Youth and Handset Brands             1. Direct or indirect: which approach is             mo...
Report 4                           Win Hearts and Minds             1. What does it mean to win the hearts &             m...
Report 5                   Price and Purchase Decisions             1. What factors do youth consider when             mak...
Report 6                            Handsets and Women             1. What is the Pink Phone Syndrome?             2. What...
Report 7                              Handsets and Teens             1. What is the Pink Phone Syndrome?             2. Wh...
Report 8                      Handsets and Ethnic Youth             1. How big is the ethnic youth market?             2. ...
Report 9                                Samsung vs Apple             1. Why is youth perception of Samsung             Gal...
Report 10                         HTC, Motorola and Sony             1. What should handset brands focus on?             P...
Report 11                    Youth and Mobile Operators             1. Why should mobile operators focus on             th...
Report 12                   Youth, Sub-brands & MVNOs             1. Why is youth perception of Samsung             Galaxy...
Report 13                               Youth and Prepaid             1. Why should mobile operators focus on             ...
Report 14              Youth and P2P Customer Service             1.  Why should mobile operators focus on             cus...
Report 15                       Youth and Word of Mouth             1. What are the implications of market             sat...
Report 16                      Youth, Pricing and Loyalty             We review each of the following mobile             o...
Report 17                         Youth and Mobile Music             1. Why should operators consider music in            ...
Report 18                   Youth and Mobile Messaging             1. How big a threat are mobile messenger             ap...
Report 19                             Teens and Instagram             This briefing covers three main points:             1...
Report 20                     Youth and Mobile Shopping             1. How can retailers and mobile providers             ...
Report 21                    Youth and Mobile Payments             1. How big is the mobile payment market             and...
Report 22                          Youth and Social Media             1. What should brands talk about on social          ...
Report 23                         Youth and Mobile Video             1. What is the mobile video growth story?            ...
Report 24                           Youth and Brand Fans             1. What is a Fan?             2. What are the key cha...
Report 25                                  Youth and Retail             1. Why are youth key to driving retail            ...
Report 26                           Youth and Co-Creation             1. Why should brands involve youth in             th...
MOBILEYOUTH youth marketing mobile culture since 2001                                             preview        MobileYou...
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The Mobile Youth Report 2013 (mobileYouth)

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http://www.totalyouthresearch.com/total-youth-mobile-report/
2015 edition of the Youth Mobile Report

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Transcript of "The Mobile Youth Report 2013 (mobileYouth)"

  1. 1. MOBILEYOUTH youth marketing mobile culture since 2001 preview THE 2013 MOBILE YOUTH REPORT
  2. 2. Report 1 The 15 Brands that define 2013 1. Which trends will shape mobile in 2013? 2. How will these trends affect handset brands, operator brands and mobile app developers? 3. Which non-mobile brands are transforming industry business models? 23 slidesPDF Format
  3. 3. Report 2 The Mobile Youth Economy The mobileYouth Economy reveals how global mobile youth market is changing, new revenue opportunities for mobile brands and role of youth in the future of mobile. 24 slidesPDF Format
  4. 4. Report 3 Youth and Handset Brands 1. Direct or indirect: which approach is most effective with youth? 2. Frontline or campaign: which works for handset brands? 3. What is the role of social media and retail in a brand’s youth strategy? 4. Why is youth a priority? 25 slidesPDF Format
  5. 5. Report 4 Win Hearts and Minds 1. What does it mean to win the hearts & minds of mobile handset customers? 2. What role does recommendation play in winning hearts and minds? 3. How can brands provide a positive experience to generate recommendation? 4. How can brands measure engagement? 25 slidesPDF Format
  6. 6. Report 5 Price and Purchase Decisions 1. What factors do youth consider when making a handset purchase decision? 2. What affects youth handset brand loyalty - price or features or experience? 3. When does price become a factor in youth handset purchase decision? 4. How can marketing drive loyalty? 24 slidesPDF Format
  7. 7. Report 6 Handsets and Women 1. What is the Pink Phone Syndrome? 2. What is the role of gender in purchase decisions and what influences women? 3. How can marketing avoid stereotypical gender differences to focus on women? 4. How can mobile brands successfully involve women in the marketing process? 30 slidesPDF Format
  8. 8. Report 7 Handsets and Teens 1. What is the Pink Phone Syndrome? 2. What is the role of gender in purchase decisions and what influences women? 3. How can marketing avoid stereotypical gender differences to focus on women? 4. How can mobile brands successfully involve women in the marketing process? 24 slidesPDF Format
  9. 9. Report 8 Handsets and Ethnic Youth 1. How big is the ethnic youth market? 2. Why are ethnic youth the most active users? 3. How should mobile brands market to ethnic youth? 4. How can brands co-create with ethnic early adopters through hackathons? 30 slidesPDF Format
  10. 10. Report 9 Samsung vs Apple 1. Why is youth perception of Samsung Galaxy smartphones different from Apple’s iPhone? 2. How can Samsung challenge Apple? 3. Which demographic should Samsung focus on to nurture its Fan community? 4. How can Samsung involve its Fans? 25 slidesPDF Format
  11. 11. Report 10 HTC, Motorola and Sony 1. What should handset brands focus on? Product mix or customer segments? 2. Which factor drives youth handset purchase and how can brands measure it? 3. What success metric links marketing to profits and can be used to track progress made by handset brands?  21 slidesPDF Format
  12. 12. Report 11 Youth and Mobile Operators 1. Why should mobile operators focus on the youth market? 2. How can mobile operators increase youth customer acquisition and retention? 3. What trends in messaging, gaming, shopping, social media & video chat are relevant to operators? 27 slidesPDF Format
  13. 13. Report 12 Youth, Sub-brands & MVNOs 1. Why is youth perception of Samsung Galaxy smartphones different from Apple’s iPhone? 2. How can Samsung challenge Apple? 3. Which demographic should Samsung focus on to nurture its Fan community? 4. How can Samsung involve its Fans? 12 slidesPDF Format
  14. 14. Report 13 Youth and Prepaid 1. Why should mobile operators focus on prepaid offerings? 2. Why do youth prefer prepaid over postpaid offerings? 3. What are the differences, if any, between young prepaid and postpaid customers? 18 slidesPDF Format
  15. 15. Report 14 Youth and P2P Customer Service 1.  Why should mobile operators focus on customer service? 2.  What are the benefits of peer-to-peer customer service for mobile operators? 3. How can mobile operators tap support communities to co-create products and marketing? 18 slidesPDF Format
  16. 16. Report 15 Youth and Word of Mouth 1. What are the implications of market saturation on youth acquisition? 2. How young customers have evolved to render paid media tools irrelevant? 3. Why retention is the new acquisition strategy for mobile operators? 22 slidesPDF Format
  17. 17. Report 16 Youth, Pricing and Loyalty We review each of the following mobile operator strategies and assess how they impact loyalty, particularly for young mobile customers: 1. price discounting 2. handset range 3. customer service 16 slidesPDF Format
  18. 18. Report 17 Youth and Mobile Music 1. Why should operators consider music in targeting the youth market? 2. What are the revenue opportunities for operators from mobile music? 3. What are youth music need gaps and how can mobile operators address them? 21 slidesPDF Format
  19. 19. Report 18 Youth and Mobile Messaging 1. How big a threat are mobile messenger apps to operator SMS revenues? 2. Which youth demographic is driving the growth of mobile messenger apps? 3. What do youth want from mobile messenger apps? 23 slidesPDF Format
  20. 20. Report 19 Teens and Instagram This briefing covers three main points: 1. Teens: the loud minority 2. Instagram offers blank canvas for teen social behaviors 3. Instagram offers the discretion once afforded by Facebook 13 slidesPDF Format
  21. 21. Report 20 Youth and Mobile Shopping 1. How can retailers and mobile providers make mobile shopping appeal to youth? 2. What exactly do youth want from the social aspect of mobile apps? 3. How and why do youth engage in mobile shopping/purchase? 10 slidesPDF Format
  22. 22. Report 21 Youth and Mobile Payments 1. How big is the mobile payment market and how do they vary across regions? 2. What is the role of youth in the future of mobile payments? 3. What is preventing mass adoption of mobile payment services in advanced markets? 28 slidesPDF Format
  23. 23. Report 22 Youth and Social Media 1. What should brands talk about on social media to generate conversations? 2. How can brands use social media to connect youth with each other? 3. How can brands generate positive reviews from youth on social media? 27 slidesPDF Format
  24. 24. Report 23 Youth and Mobile Video 1. What is the mobile video growth story? 2. Why is mobile video growing faster than other devices? 3. What mobile video services are most popular among youth? 4. Are youth replacing voice with video chat? 39 slidesPDF Format
  25. 25. Report 24 Youth and Brand Fans 1. What is a Fan? 2. What are the key characteristics of a Fan? 3. How can brands measure the impact of a Fan? 4. Do all brands have Fans? 16 slidesPDF Format
  26. 26. Report 25 Youth and Retail 1. Why are youth key to driving retail growth? 2. What is the role of word of mouth in a brand’s retail strategy? 3. How can brands turn retail space into a social space for youth customers? 29 slidesPDF Format
  27. 27. Report 26 Youth and Co-Creation 1. Why should brands involve youth in their marketing & product development? 2. How can brands involve youth in their marketing & product development? 3. How can mobile brands leverage campaigns & contests to engage youth? -- slidesPDF Format
  28. 28. MOBILEYOUTH youth marketing mobile culture since 2001 preview MobileYouth.org/Report
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