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(mobileYouth) What do youth really want from mobile? - Part 1
 

(mobileYouth) What do youth really want from mobile? - Part 1

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(mobileYouth) What do youth really want from mobile? - Part 1

(mobileYouth) What do youth really want from mobile? - Part 1

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(mobileYouth) What do youth really want from mobile? - Part 1 (mobileYouth) What do youth really want from mobile? - Part 1 Presentation Transcript

  • What do youth really want from mobile? - Part I Insights into mobile and youth behavior A mobileYouth presentation by Freddie Benjamin http://research.mobileyouth.orgClick for more insights MOBILEYOUTH ® youth marketing mobile culture since 2001
  • There are 1.9Bn mobile owning youth worldwideAlmost every young person owns a mobile Mobile companies can no longer rely on selling more connections to grow their market share.Click for more insights MOBILEYOUTH ® youth marketing mobile culture since 2001
  • Youth were vital in the growth of SMS Youth blessed mobile with SMS/texting SMS was discovered and used by young teens who wanted to connect with friends hidden from their parents.Click for more insights MOBILEYOUTH ® youth marketing mobile culture since 2001
  • Youth are driving smartphone market growthYouth brought smartphones into the limelight Smartphones were stuck in corporate boardrooms for decades before young customers catapulted them into the consumer market. Click for more insights MOBILEYOUTH ® youth marketing mobile culture since 2001
  • Youth are key to growth of mobile apps & servicesYouth are most active users of mobile apps New mobile based services for payments, shopping, education etc. are being developed & used by young smartphone owners.Click for more insights MOBILEYOUTH ® youth marketing mobile culture since 2001
  • Youth will spend $330Bn in mobile in 2013Mobile is the largest youth spending category Youth spend more on mobile each month than at the movies or even on clothes & accessories. Click for more insights MOBILEYOUTH ® youth marketing mobile culture since 2001
  • So what is it that youth want from mobile?Myth vs reality of what youth want from mobile There is a disconnect between what mobile companies think youth want and what youth really want. Click for more insights MOBILEYOUTH ® youth marketing mobile culture since 2001
  • Youth don’t want cheap or discounted productsYouth will earn & pay for the things they value Cheap products that sacrifice quality hurt the brand. Deep discounts hurt the bottom line. Either way it’s a lose-lose for both customer & brand. Click for more insights MOBILEYOUTH ® youth marketing mobile culture since 2001
  • Youth don’t want the next cool gadgetYouth want more context, and less contentMarketing is focused on the newest product features (content) instead of how the product is relevant to the social lives of young people (context).Click for more insights MOBILEYOUTH ® youth marketing mobile culture since 2001
  • Youth want to reduce 3 key pain pointsThe 3 key pain points of young mobile owners: 1. Isolation, 2. Control, & 3. Risk Find out what triggers youth pain points next week. Click for more insights MOBILEYOUTH ® youth marketing mobile culture since 2001