How important is a mobile phone to 15 years olds and how could Google learn from this in relation to marketing their platform Android? In 2015, we encouraged three year ten students from Sydney Australia to gather insights into how they use their phones on a daily basis, this is what they discovered.

1. DidYouKnow?
43%
7%
7+ hours a day
1-2 hours a day

2. HowImportantareMobile
Phonesto15yearolds?
By Omar Maayah, Madeline Ky and Chelsea Manansala

3. OurApproach
projecttimeline
brainstormed
conductedresearch
storyboarded
analyseddata&createdinsights
collatedandrehearsed

4. Understandingthe
Market

5. Of Australians own
a smartphone
Of Australians own a
mobile device
SOURCE:http://www.campaignbrief.com/2013/10/our-digital-nation-australia-o.html Mobilephoneownership
97% 89%

6. 49% Own an
25%
7% 5%
Own a
Own a Own a
ALL OTHER BRANDS WERE LESS
THAN 5%
SOURCE:http://www.hapticgeneration.com.au/survey-tells-us-how-australians-use-smartphones-and-tablets/ Mobilephoneownership

7. Understandingthe
DemoGraphic

8. 42%IOS
58%Android
vs
SOURCE:PRIMARYRESEARCH:https://docs.google.com/spreadsheets/d/1uWk8rlDSnCrXMdgdpbFl32G6TG3hb2NVCQC-JfJOdYM/edit?usp=forms_web_l#gid=1115030770 Mobilephoneownership

9. UserJourney

10. Waking up
On the way to school
During Class
Recess/Lunch/Break
After school
SOURCE:PRIMARYRESEARCH. POINTSINADAYPHONEISUSED

11. Music
Snapchat
Facebook
Instagram
Games
SOURCE:PRIMARYRESEARCH. MOSTUSEDAPPS

12. 7.5to12.5 hours
Daily
According to 43% of our surveyed teens, the total Phone
Time:
SOURCE:PRIMARYRESEARCH. TotalPhonetime

13. Conclusion

14. 1
Teens are using their phones
for the majority of the day
Potential future
target market for
Google.
conclusion

15. Teens are using their phones
to research in class
conclusion
More options for
split screens/
multitasking
2

16. 3
Most teens don’t choose their
platform - parents do
Target platform to the
parents but with features
that are transferrable to
teens
conclusion

17. Our dream
phone would...
Invention
➔ be accessible
➔ be a health-friendly
phone
➔ have an extended
battery life
➔ link with a house

18. 360°VIDEO

19. ThanksforWatching.
Linktovideo