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MOBILEYOUTH""ASIA"2011"




                                                                            ©"MOBILEYOUTH"2011"
                                                        FLICKR:(_ambrown(

                          HTTP://WWW.MOBILEYOUTH.ORG"
#1:(Discovered((
                              by(Youth(
MOBILEYOUTH""ASIA"2011"




                                                        ©"MOBILEYOUTH"2011"
                          FLICKR:(MISS3UNIQUE(

                          HTTP://WWW.MOBILEYOUTH.ORG"
YOUNG(ASIANS(ARE(
                            CONSTANTLY(LOOKING(
                              TO(DISCOVER(NEW(
                            TOOLS(AND(SPACES(TO(
                             ENABLE(THEIR(SOCIAL(
MOBILEYOUTH""ASIA"2011"




                                    LIVES(




                                                        ©"MOBILEYOUTH"2011"
                          SOURCE:(KAMSHOTS(

                          HTTP://WWW.MOBILEYOUTH.ORG"
MOBILEYOUTH""ASIA"2011"




                                                                       ©"MOBILEYOUTH"2011"
                                                        #2:(Social((
                                                        Currency(
                          SOURCE:(PEFECTFUTURES(

                          HTTP://WWW.MOBILEYOUTH.ORG"
THEY(ARE(LOOKING(TO(
                                                        FULFILL(TWO(BASIC(NEEDS(
                                                            • NEED(TO(BELONG(
                                                        • NEED(TO(BE(SIGNIFICANT(
MOBILEYOUTH""ASIA"2011"




                                                                                    ©"MOBILEYOUTH"2011"
                          FLICKR:(ILQUOQUO(

                          HTTP://WWW.MOBILEYOUTH.ORG"
#3:(Culture((
                                                          Hacks(
MOBILEYOUTH""ASIA"2011"




                                                                                  ©"MOBILEYOUTH"2011"
                                                            FLICKR:(ELIOTSTYLE(

                          HTTP://WWW.MOBILEYOUTH.ORG"
MOBILEYOUTH""ASIA"2011"




                                                                                               ©"MOBILEYOUTH"2011"
                                                        IN(SEARCH(FOR(SOCIAL(CURRENCY,(THEY(
                                                            OFTEN(HACK(EXISTING(TRENDS(TO(
                                                                 FULFILL(THEIR(NEEDS(
                          FLICKR:(SAHRIZVI(

                          HTTP://WWW.MOBILEYOUTH.ORG"
DISCOVERY"AND"
                            ADOPTION"OF"BBM"BY"
                             YOUNG"ASIAN"MOBILE"
                           USERS"IS"AN"EXAMPLE"OF"
                           YOUTH"DRIVEN""CULTURE'
MOBILEYOUTH""ASIA"2011"




                                     HACK."




                                                                         ©"MOBILEYOUTH"2011"
                                       "
                              BBM"PROVIDES"THE"
                            SOCIAL'CURRENCY"THAT"
                              MAKES"BLACKBERRY"
                             HANDSETS"THE"YOUTH"
                                    CHOICE."
                                       "
                                YOUNG"ASIANS"
                               DISCOVERED"BBM"

                                                        FLICKR:(MOOMY(

                          HTTP://WWW.MOBILEYOUTH.ORG"
#4:(From(Dialogue((
                                                        to(Youthsourcing(
MOBILEYOUTH""ASIA"2011"




                                                                              ©"MOBILEYOUTH"2011"
                          FLICKR:(ZEPHYRANCE(

                          HTTP://WWW.MOBILEYOUTH.ORG"
BRANDS(NEED(TO(
                                                           INVOLVE(YOUTH(IN(
                                                            MARKETING(AND(
                                                        PRODUCT(DEVELOPMENT((
MOBILEYOUTH""ASIA"2011"




                                                        TO(TAP(THE(PROCESS(OF(




                                                                                 ©"MOBILEYOUTH"2011"
                                                          DISCOVERING(SOCIAL(
                                                          CURRENCY(THROUGH(
                                                             CULTURE(HACKS(




                          FLICKR:(RUFO_83(

                          HTTP://WWW.MOBILEYOUTH.ORG"
MOBILEYOUTH""ASIA"2011"




                                                                           ©"MOBILEYOUTH"2011"
                                                         #5:(Displaced((
                                                        &(Disconnected(

                          FLICKR:(TOKYO(JAPANTIMES(

                          HTTP://WWW.MOBILEYOUTH.ORG"
DISPLACED(FROM(THEIR(
                                                         HOMES(IN(PURSUIT(OF(
                                                        EDUCATION(&(CAREER,(
                                                          YOUNG(ASIANS(ARE(
                                                        INCREASINGLY(LOOKING(
MOBILEYOUTH""ASIA"2011"




                                                        FOR(NEW(‘COMMUNAL(




                                                                                  ©"MOBILEYOUTH"2011"
                                                               SPACES’(




                                                               FLICKR:(FILTRAN(

                          HTTP://WWW.MOBILEYOUTH.ORG"
#6:(Permission((
                                  Assets(
MOBILEYOUTH""ASIA"2011"




                                                        ©"MOBILEYOUTH"2011"
                          FLICKR:(PANDAPERICOLOSO(

                          HTTP://WWW.MOBILEYOUTH.ORG"
MOBILEYOUTH""ASIA"2011"




                                                                                 ©"MOBILEYOUTH"2011"
                                                        PERMISSION(ASSETS(ARE(
                                                           OFFLINE(&(ONLINE(
                                                        ‘SPACES’(THAT(BRANDS(
                                                         CAN(BUILD(TO(ENGAGE(
                          FLICKR:(SPACELION(                YOUNG(ASIANS(

                          HTTP://WWW.MOBILEYOUTH.ORG"
MOBILEYOUTH""ASIA"2011"




                                                                      ©"MOBILEYOUTH"2011"
                                                        #7:(Liked((
                                                        Vs(Loved(
                          FLICKR:(DYANNA(

                          HTTP://WWW.MOBILEYOUTH.ORG"
LIKING(A(BRAND(IS(NOT(
                                                        ENOUGH.(YOUNG(ASIANS(
                                                          WANT(TO(‘LOVE’(THE(
                                                          BRAND(AND(SHARE(IT(
                                                           WITH(THEIR(FRIENDS(
MOBILEYOUTH""ASIA"2011"




                                                                              ©"MOBILEYOUTH"2011"
                          FLICKR:(BASS3N3ROLL(

                          HTTP://WWW.MOBILEYOUTH.ORG"
MOBILEYOUTH""ASIA"2011"




                                                                         ©"MOBILEYOUTH"2011"
                                                        #8:(Fanspobng(
                          FLICKR:"ESPEN"FAUGSTAD"

                          HTTP://WWW.MOBILEYOUTH.ORG"
FANS(ARE(A(SUBSET(OF(
                             CUSTOMERS(WHO(LOVE(THE(
                                       BRAND.((
                              FANS(MAY(OR(MAY(NOT(BE(
                            LOUD,(BUT(ARE(ALWAYS(LOYAL(
MOBILEYOUTH""ASIA"2011"




                                AND(SHARE(THE(BRAND(




                                                          ©"MOBILEYOUTH"2011"
                               EXPERIENCE(WITH(PEERS.(




                          FLICKR:"CLIFF"CHENG"LF"

                          HTTP://WWW.MOBILEYOUTH.ORG"
#9:(Young(
                                                        People(are(the(
                                                         Brand(&(the(
MOBILEYOUTH""ASIA"2011"




                                                            Media(




                                                                          ©"MOBILEYOUTH"2011"
                          FLICKR:"JRWOOLEY6"

                          HTTP://WWW.MOBILEYOUTH.ORG"
YOUNG(PEOPLE(ARE(
                                                        ALREADY(WEARING,(EATING(
                                                        OR(USING(YOUR(PRODUCTS(
                                                          AND(PROMOTING(IT(TO(
                                                          THEIR(PEER(NETWORK.(
MOBILEYOUTH""ASIA"2011"




                                                          STOP(SPENDING(ON(BIG(




                                                                                   ©"MOBILEYOUTH"2011"
                                                          BUDGET(ADS(AND(HELP(
                                                         THEM(TALK(ABOUT(YOUR(
                                                                 BRAND.(




                          FLICKR:"JRWOOLEY6"

                          HTTP://WWW.MOBILEYOUTH.ORG"
MOBILEYOUTH""ASIA"2011"




                                                                       ©"MOBILEYOUTH"2011"
                                                        #10:(Social(
                                                         Exchange(
                          FLICKR:"PATRICK"DONOVAN"

                          HTTP://WWW.MOBILEYOUTH.ORG"
SOCIAL(EXCHANGE(IS(WHEN(
                                    BRANDS(HAVE(A(
                              MEANINGFUL(RELATIONSHIP(
                                 WITH(YOUNG(PEOPLE.(((
                              IT(STARTS((AT(THE(POINT(OF(
MOBILEYOUTH""ASIA"2011"




                                      PURCHASE.(




                                                            ©"MOBILEYOUTH"2011"
                          FLICKR:(SINKDD(

                          HTTP://WWW.MOBILEYOUTH.ORG"
THE MOBILEYOUTH 2013 REPORT




   Want more trends?



                  MOBILEYOUTH
                    youth marketing mobile culture since 2001
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
THE MOBILEYOUTH 2013 REPORT




http://www.mobileyouth.org



                   MOBILEYOUTH
                     youth marketing mobile culture since 2001

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mobileYouth Asia: 10 youth behavior trends for 2011

  • 1. MOBILEYOUTH""ASIA"2011" ©"MOBILEYOUTH"2011" FLICKR:(_ambrown( HTTP://WWW.MOBILEYOUTH.ORG"
  • 2. #1:(Discovered(( by(Youth( MOBILEYOUTH""ASIA"2011" ©"MOBILEYOUTH"2011" FLICKR:(MISS3UNIQUE( HTTP://WWW.MOBILEYOUTH.ORG"
  • 3. YOUNG(ASIANS(ARE( CONSTANTLY(LOOKING( TO(DISCOVER(NEW( TOOLS(AND(SPACES(TO( ENABLE(THEIR(SOCIAL( MOBILEYOUTH""ASIA"2011" LIVES( ©"MOBILEYOUTH"2011" SOURCE:(KAMSHOTS( HTTP://WWW.MOBILEYOUTH.ORG"
  • 4. MOBILEYOUTH""ASIA"2011" ©"MOBILEYOUTH"2011" #2:(Social(( Currency( SOURCE:(PEFECTFUTURES( HTTP://WWW.MOBILEYOUTH.ORG"
  • 5. THEY(ARE(LOOKING(TO( FULFILL(TWO(BASIC(NEEDS( • NEED(TO(BELONG( • NEED(TO(BE(SIGNIFICANT( MOBILEYOUTH""ASIA"2011" ©"MOBILEYOUTH"2011" FLICKR:(ILQUOQUO( HTTP://WWW.MOBILEYOUTH.ORG"
  • 6. #3:(Culture(( Hacks( MOBILEYOUTH""ASIA"2011" ©"MOBILEYOUTH"2011" FLICKR:(ELIOTSTYLE( HTTP://WWW.MOBILEYOUTH.ORG"
  • 7. MOBILEYOUTH""ASIA"2011" ©"MOBILEYOUTH"2011" IN(SEARCH(FOR(SOCIAL(CURRENCY,(THEY( OFTEN(HACK(EXISTING(TRENDS(TO( FULFILL(THEIR(NEEDS( FLICKR:(SAHRIZVI( HTTP://WWW.MOBILEYOUTH.ORG"
  • 8. DISCOVERY"AND" ADOPTION"OF"BBM"BY" YOUNG"ASIAN"MOBILE" USERS"IS"AN"EXAMPLE"OF" YOUTH"DRIVEN""CULTURE' MOBILEYOUTH""ASIA"2011" HACK." ©"MOBILEYOUTH"2011" " BBM"PROVIDES"THE" SOCIAL'CURRENCY"THAT" MAKES"BLACKBERRY" HANDSETS"THE"YOUTH" CHOICE." " YOUNG"ASIANS" DISCOVERED"BBM" FLICKR:(MOOMY( HTTP://WWW.MOBILEYOUTH.ORG"
  • 9. #4:(From(Dialogue(( to(Youthsourcing( MOBILEYOUTH""ASIA"2011" ©"MOBILEYOUTH"2011" FLICKR:(ZEPHYRANCE( HTTP://WWW.MOBILEYOUTH.ORG"
  • 10. BRANDS(NEED(TO( INVOLVE(YOUTH(IN( MARKETING(AND( PRODUCT(DEVELOPMENT(( MOBILEYOUTH""ASIA"2011" TO(TAP(THE(PROCESS(OF( ©"MOBILEYOUTH"2011" DISCOVERING(SOCIAL( CURRENCY(THROUGH( CULTURE(HACKS( FLICKR:(RUFO_83( HTTP://WWW.MOBILEYOUTH.ORG"
  • 11. MOBILEYOUTH""ASIA"2011" ©"MOBILEYOUTH"2011" #5:(Displaced(( &(Disconnected( FLICKR:(TOKYO(JAPANTIMES( HTTP://WWW.MOBILEYOUTH.ORG"
  • 12. DISPLACED(FROM(THEIR( HOMES(IN(PURSUIT(OF( EDUCATION(&(CAREER,( YOUNG(ASIANS(ARE( INCREASINGLY(LOOKING( MOBILEYOUTH""ASIA"2011" FOR(NEW(‘COMMUNAL( ©"MOBILEYOUTH"2011" SPACES’( FLICKR:(FILTRAN( HTTP://WWW.MOBILEYOUTH.ORG"
  • 13. #6:(Permission(( Assets( MOBILEYOUTH""ASIA"2011" ©"MOBILEYOUTH"2011" FLICKR:(PANDAPERICOLOSO( HTTP://WWW.MOBILEYOUTH.ORG"
  • 14. MOBILEYOUTH""ASIA"2011" ©"MOBILEYOUTH"2011" PERMISSION(ASSETS(ARE( OFFLINE(&(ONLINE( ‘SPACES’(THAT(BRANDS( CAN(BUILD(TO(ENGAGE( FLICKR:(SPACELION( YOUNG(ASIANS( HTTP://WWW.MOBILEYOUTH.ORG"
  • 15. MOBILEYOUTH""ASIA"2011" ©"MOBILEYOUTH"2011" #7:(Liked(( Vs(Loved( FLICKR:(DYANNA( HTTP://WWW.MOBILEYOUTH.ORG"
  • 16. LIKING(A(BRAND(IS(NOT( ENOUGH.(YOUNG(ASIANS( WANT(TO(‘LOVE’(THE( BRAND(AND(SHARE(IT( WITH(THEIR(FRIENDS( MOBILEYOUTH""ASIA"2011" ©"MOBILEYOUTH"2011" FLICKR:(BASS3N3ROLL( HTTP://WWW.MOBILEYOUTH.ORG"
  • 17. MOBILEYOUTH""ASIA"2011" ©"MOBILEYOUTH"2011" #8:(Fanspobng( FLICKR:"ESPEN"FAUGSTAD" HTTP://WWW.MOBILEYOUTH.ORG"
  • 18. FANS(ARE(A(SUBSET(OF( CUSTOMERS(WHO(LOVE(THE( BRAND.(( FANS(MAY(OR(MAY(NOT(BE( LOUD,(BUT(ARE(ALWAYS(LOYAL( MOBILEYOUTH""ASIA"2011" AND(SHARE(THE(BRAND( ©"MOBILEYOUTH"2011" EXPERIENCE(WITH(PEERS.( FLICKR:"CLIFF"CHENG"LF" HTTP://WWW.MOBILEYOUTH.ORG"
  • 19. #9:(Young( People(are(the( Brand(&(the( MOBILEYOUTH""ASIA"2011" Media( ©"MOBILEYOUTH"2011" FLICKR:"JRWOOLEY6" HTTP://WWW.MOBILEYOUTH.ORG"
  • 20. YOUNG(PEOPLE(ARE( ALREADY(WEARING,(EATING( OR(USING(YOUR(PRODUCTS( AND(PROMOTING(IT(TO( THEIR(PEER(NETWORK.( MOBILEYOUTH""ASIA"2011" STOP(SPENDING(ON(BIG( ©"MOBILEYOUTH"2011" BUDGET(ADS(AND(HELP( THEM(TALK(ABOUT(YOUR( BRAND.( FLICKR:"JRWOOLEY6" HTTP://WWW.MOBILEYOUTH.ORG"
  • 21. MOBILEYOUTH""ASIA"2011" ©"MOBILEYOUTH"2011" #10:(Social( Exchange( FLICKR:"PATRICK"DONOVAN" HTTP://WWW.MOBILEYOUTH.ORG"
  • 22. SOCIAL(EXCHANGE(IS(WHEN( BRANDS(HAVE(A( MEANINGFUL(RELATIONSHIP( WITH(YOUNG(PEOPLE.((( IT(STARTS((AT(THE(POINT(OF( MOBILEYOUTH""ASIA"2011" PURCHASE.( ©"MOBILEYOUTH"2011" FLICKR:(SINKDD( HTTP://WWW.MOBILEYOUTH.ORG"
  • 23. THE MOBILEYOUTH 2013 REPORT Want more trends? MOBILEYOUTH youth marketing mobile culture since 2001
  • 24. 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
  • 25. THE MOBILEYOUTH 2013 REPORT http://www.mobileyouth.org MOBILEYOUTH youth marketing mobile culture since 2001