(mobileYouth) Download - Mobile Operators need to focus on youth to drive smartphone sales
MOBILEYOUTH youth marketing mobile culture since 2001 image (c) Flickr Youth lead high-end smartphone market but operators need to change to take advantage of this opportunityNew data suggests that youth are key to driving smartphone sales.2013 will be the year the number of mobile phones surpasses thenumber of people on the planet. With more than 7 billion phones incirculation, where will the next mobile operator growth story come from?The answer lies in renewal and, in particular, customer upgrades tosmartphones driven by youth.
MOBILEYOUTH youth marketing mobile culture since 2001Youth are key to high end smartphone ownership. Apple’s iPhone is themost widely owned phone for 18-32yr olds with over 25% owning one(compared to 21% Samsung, 5% Blackberry and 2% Nokia). 50% of allVerizon’s iPhone sales are the latest model - iPhone 5.mobileYouth warns that the perception youth are cheap is just not trueanymore. Youth have the biggest need for the latest handsets and arewilling to pay top dollar for smartphones. These insights are oftenoverlooked by traditional research that tends to focus on asking youthfocus groups what they want and what are the barriers to ownership.The most common response from youth are price, features and usabilitywhere mobileYouth research shows, in reality, youth’s needs are verydifferent.Operators traditionally overlook youth because they consider youthstrategies as price focused. The 2013 Mobile Youth Report shows thatyouth are willing and able to buy at higher price points, if operators takecontrol of the customer experience and perception of value.Youth aren’t just a future investment for mobile operators, but they arevaluable today: they buy the most high-end handsets and influencemore family and friends. If mobile can move from viewing youth as beingas a subset of prepaid to viewing them potential market with the highestneed for the newest products, operators can drive both new handsetsales and influence the purchase behaviors of all customers.
MOBILEYOUTH youth marketing mobile culture since 20013 Point Key Summary:1) Mobile operator growth will come from renewal and smartphoneupgrades2) Youth lead high end smartphone ownership (e.g. iPhones)3) Operators need to change their perception of youth from low-endprepaid users to high-end market drivers and influencers to capitalize onthis growth opportunity
MOBILEYOUTH youth marketing mobile culture since 2001Next StepsFor more information about this market opportunity for mobile operatorshttp://www.mobileYouthReport.com