This briefing addresses the following three questions: 1. What are the 3 key drivers in today’s youth market? 2. What is the best metric to measure word of mouth? 3. How can you build dialogue between and not with youth?

1. How can word of mouth grow subscribers?
How can Word of Mouth Grow Subscribers?
MOBILEYOUTH ®
youth marketing mobile culture since 2001
mobileYouth briefing 01
flickr (c) sasha {fujin}
MOBILEYOUTH ® Youth Marketing Mobile culture research - www.mobileYouth.org
-

2. Youth don’t wake up thinking about
flickr lawmurray
your brands anymore... get over it
MOBILEYOUTH ®
youth marketing mobile culture since 2001
MOBILEYOUTH ® Youth Marketing Mobile culture research - www.mobileYouth.org
-

3. How will you convince them?
flickr LGEPR MOBILEYOUTH ®
youth marketing mobile culture since 2001
MOBILEYOUTH ® Youth Marketing Mobile culture research - www.mobileYouth.org
-

4. How will they discover your product?
flickr mark sebastian
MOBILEYOUTH ®
youth marketing mobile culture since 2001
MOBILEYOUTH ® Youth Marketing Mobile culture research - www.mobileYouth.org
-

5. in store?
flickr Media Guru
MOBILEYOUTH ®
youth marketing mobile culture since 2001
MOBILEYOUTH ® Youth Marketing Mobile culture research - www.mobileYouth.org
-

6. advertising?
flickr yoshiju MOBILEYOUTH ®
youth marketing mobile culture since 2001
MOBILEYOUTH ® Youth Marketing Mobile culture research - www.mobileYouth.org
-

7. or word of mouth?
flickr sophieschieli MOBILEYOUTH ®
youth marketing mobile culture since 2001
MOBILEYOUTH ® Youth Marketing Mobile culture research - www.mobileYouth.org
-

8. 65% said they bought their handset
based on what their friends said
flickr zabara_breakdance MOBILEYOUTH®
youth marketing mobile culture since 2001
MOBILEYOUTH ® Youth Marketing Mobile culture research - www.mobileYouth.org
-

9. How can word of mouth grow subscribers?
The Age of Discovery
Youth market success Youth are more likely to
requires focus on Earned buy mobile products based
Media and Discovery. on peer recommendation.
Age of Who (or what) influenced you to buy?
Age of Differentiation
Discovery
get the full report and more
Peer recommendation
Use agency to Help fans discover Customer reviews
Focus emphasize USP - key youth marketing, mobile culture
and amplify your Expert reviews
point of difference content.
insights @ Youth Research Store
Discounts
Advertising
Faster/cheaper/bigger www.YouthResearchStore.com
Find ways to help
Celebrity source: Synovate
Competition than what customers connect
0% 30% 60% 90%
competitor is doing. better.
youth purchase new
Insights
Shape creative
content (e.g. ad
Drive marketing
rationale (e.g. what
jingle, product colors) are key pain points?)
65%
Source: Nielsen
handsets based on what
friends & family
recommend
MOBILEYOUTH
youth marketing mobile culture since 2001
®
MOBILEYOUTH ® Youth Marketing Mobile culture research - www.mobileYouth.org
-

10. 88% said they demo’d their mobile to friends
youth mobile discovery is social
flickr lululemon_athletica MOBILEYOUTH®
youth marketing mobile culture since 2001
MOBILEYOUTH ® Youth Marketing Mobile culture research - www.mobileYouth.org
-

11. How can word of mouth grow subscribers?
Youth Mobile Discovery is Social
Earned Media key factor in Youth discover and act on
youth purchase decision mobile services together -
and mobile discovery. in social situations.
Where do you use apps? % youth use mobile in following situations
Showing friends Discovery Education Action
Shopping with a friend Close Friends 78% 42% 79%
Online peer-to-
At school with friends
get the full report peer chatmore 49%
and 49% 18%
Watching TV at home youth marketing, mobile culture
Online 59% 23% 21%
influencers
Browsing net on PC
insights @ Youth Research Store
Brand generated 46% 20% 17%
www.YouthResearchStore.com
source: Pew Global
Research, Flurry
content
When alone Analytics Customer 34% 43% 43%
reviews
0% 30% 60% 90% source: Razorfish
®
MOBILEYOUTH
youth marketing mobile culture since 2001
MOBILEYOUTH ® Youth Marketing Mobile culture research - www.mobileYouth.org
-

12. Brands built on youth loyalty
out-grew their competition
flickr flydime MOBILEYOUTH®
youth marketing mobile culture since 2001
MOBILEYOUTH ® Youth Marketing Mobile culture research - www.mobileYouth.org
-

13. How can word of mouth grow subscribers?
Recommendation Requires New Metrics
Apple focused marketing Metrics like NPS or SMART
on increasing NPS identify Beachheads and
(net promoter score) Fan hotspots
Apple retail revenues and NPS Student SMART Index scores for handsets
16! 80%!
SMART scores
14! 70%!
50%
Change from
Retail Revenue in $ Billions!
40%
Net Promoter Score!
12! 60%! teens to students
10! 50%! 30%
8! 40%! 20%
6! 10%
4!
get the 30%! report0% more
full
20%!
and
2! youth marketing, mobile culture
10%! -10%
source mobileYouth (US, Malaysia, South Africa)
0! 0%! -20%
insights @ Youth Research Store
2007! 2011! ple y n ia g a
Ap err sso Nok un rol
kb ric ms oto
Retail Revenue in $ Billions! www.YouthResearchStore.com
Store NPS! Bla
c
Son
yE Sa M
®
MOBILEYOUTH
youth marketing mobile culture since 2001
MOBILEYOUTH ® Youth Marketing Mobile culture research - www.mobileYouth.org
-

14. 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

15. THE MOBILEYOUTH 2013 REPORT
http://www.mobileyouth.org
MOBILEYOUTH
youth marketing mobile culture since 2001