Media/Blogger copy of the 2009 mobileYouth report "Insights into youth mobile trends and mobile behavior" by mobileYouth.org covering 1 billion 12-27 y/o consumers in 60 countries. Full report available from website http://www.mobileyouth.org/report
3. “We are not in the business of keeping media
companies alive We’re in the business of
alive. We re
connecting with customers”
(Trevor Edwards VP Global Brand Nike)
3
4. This is a media overview of
the 2009 mobileYouth report:
Insights into mobile youth trends and mobile behavior
GET FULL COPY
or email josh.dhaliwal@mobileYouth.org
+44 207 386 3635
4
6. What’s the buzz in 2009?
Beachheads – How is competitiveness defined by your ability to identify a beachhead?
Attention – Is Attention your biggest cost in youth marketing? How do you address this issue?
Dialogue – How can mobile brands build it and what are the tangible benefits to the bottom line?
Crowdsourcing – What role for youth in the integrated product development/marketing cycle?
Pipelines – Is the “are we a smart or a dumb pipe?” question relevant?
Is the “are we a smart or a dumb pipe?” question relevant?
Platforms – How do brands like Red Bull, Jones Soda, Threadless, Rock Corps,
Apple Scion, Mountain Dew and Boost Mobile
build long term and profitable relationships with youth?
Nomadic youth – What are the dangers associated with tracking and
building your brand around nomadic, discount‐hunting youth?
Social Currency Why exactly do youth buy from you?
Social Currency – Why exactly do youth buy from you?
Advocacy – Can youth become your most effective marketing channel?
Ethnography – Why do you need to stop paying attention to
focus groups and start focusing on where the real insights are?
6
7. “The stark realization for mobile execs is that youth don’t wake up
thinking about their brands” (Graham Brown, mobileYouth)
7
8. A few key facts about youth
Youth today spent $270 billion a
year on mobile – 10 times more
than the entire global recorded
music industry
iid t
By 2011, there will be 1.3 billion
youth owning a mobile phone –
more than the population (of all
pp (
ages) on the internet
Youth are
spending more
on data and less
on voice – with
data ARPU
accounting for
over 50% of the
over 50% of the
monthly spend
in advanced
markets
8
9. “We are moving from an
era of finding customers for
our products to one of
finding products for our
customers”
(Seth Godin)
9
10. Youth is too broad a term,
Y th i t b d t
let’s get specific
In the report we study teens (12‐17), students (18‐22)
and young adults (23‐27) as well as ethnic minorities
(Hispanic, Asian, African American) and gender.
Our initial findings are covered in following slides:
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11. “35 year old Blackberry/Iphone owning media execs
keep telling us on Twitter, Facebook or their blogs that
‘this generation’ is the ‘connected generation’.
g g
Somehow, there is a sense of irony there
that underscores how much
we don’t know about youth”
(Graham Brown)
11
12. Teens – 272 million mobile owning faces in the Crowd
Despite industry myths about teens being “tech hungry early adopters” they are a conservative consumer group,
favoring tried and tested technologies. Teens fear social isolation and are reluctant to push the technological
envelope unless peer group leaders first display tangible benefits.
Teens respond to mobile marketing but mainly competitions and offers. When on parental contracts, they are heavy
mobile internet consumers; boys prefer mobile video and audio (particularly Hispanics and Asians).
Key underserved trend in teen
mobile usage: speakerphones.
Teens crave the shared
experience (surf together,
share photos on the camera
share photos on the camera
and listen to music
communally) and the
speakerphone is a key tool to
reinforce peer group bonds.
12
15. “We live in a network
era awash with industrial
b a ds e y g on
brands relying o
industrial agencies
measuring campaigns
on industrial metrics.
This is the Pipeline and
that’s why youth are
turning us off”
(Graham Brown,
(G h B
mobileYouth)
15
16. Young Adults – 387 million innovative mobile owning loners
With a decreasing social circle and rising work pressures, Young Adult use of TV and both fixed and mobile internet
With a decreasing social circle and rising work pressures Young Adult use of TV and both fixed and mobile internet
increases significantly.
Young Adults are a key Iphone owning demographic although not the largest. Their social need for significance being
higher than younger consumers drives them to purchase and use technologies that offer display benefits e.g. Latest
handsets or camera phone and mobile games to show off handset. At this level mobile is competing with auto brands,
credit cards and designer brands.
Where younger media use centred on the shared experience Young Adults
seek display and significance manifesting as solitary tendencies e.g. This is
the only demographic that uses Flickr to any notable level
y gp y
Young Adults are
the most responsive
the most responsive
to mobile marketing
and use more email
over SMS but email
use is still very much
a need‐to‐have as
dt h
opposed to a want‐
to‐have.
18. Why youth?
* It’s a truism but they are the future. Why do banks invest heavily in student marketing? (because you are
more likely to get divorced than change bank account in your lifetime). The average age of the Harley Davidson
owner in 2008 is 51. By 2018 that average will be 57. Eventually, the brand which focused on the high spending
consumers of today is going to run out of customers and find itself unable to re‐engage youth because the
Japanese have been carefully investing their marketing efforts in their own backyard with the next generation.
* Most grass roots technological breakthroughs occurred
not in focus groups or company “insight labs” but on the
streets with young consumers
* Record labels in the late 90s ignored how youth
consumption patterns were changing and today find
themselves both playing
ca c up
catchup with a host of market challengers and competing
a os o a e c a e ge s a d co pe g
for a declining global market
18
19. “A really cool, funky ad
may capture your
attention, but it still
doesn’t make you
ca e ( ou de Jones
care“ (Founder Jo es Soda Peter
ete
Van Stolk)
19
21. “It’s really hard to design products by focus groups. A lot of
times people don’t know what they want until y show it
pp y you
to them” (Steve Jobs, CEO Apple)
21
22. So what? Youth
aren’t our core
market...
kt
SMS, Ringtones, MP3, peer‐to‐peer, Facebook, Myspace and Hotmail
were all brought to the market by young consumers. While youth may
not be the highest spending customers, they are at the vanguard of how
tech products will be used tomorrow.
S S as ge e a ed $
SMS has generated $1.1 trillion in revenues since launch. Without youth
o e e ues s ce au c ou you
support in getting it off the ground, SMS would still be a tool for
network announcements and the mobile industry a lot poorer.
22
23. “I don’t know where they got my
name but I kept receiving texts
asking me if I liked this perfume
or that car brand. I tried to stop
it but they kept coming. Luckily
t t ey ept co g uc y
after about 2 months it stopped.”
Guillaume M, 24 DJ, France
23
29. “The myth that youth are brand averse is only perpetuated by those who are stuck
with irrelevant marketing strategies. Youth are the most passionate brand
advocates you’ll ever have. They’ll not only show y how y
y y y you your p
product should be
used, they’ll tell you what your industry is going to look like in the next 10 years”
(Graham Brown, mobileYouth)
29
30. Tony Kypreos, International Vice President, T‐Mobile
“We use Mobile youth extensively within International Marketing at T‐Mobile as it is a consumer centric comprehensive report that
effectively describes the desires, motivations and behaviours of this complex consumer segment to mobile as part of their overall
lifestyle…[issues are] debated throughout a report offering valuable insights backed by robust quantitative analysis.
Harry Prabandham, Global Alliances Manager, Motorola Inc.
What did you
quot;The report gives us some unique insights into youth.quot;
Tobias Freudenberg, Product Strategy Manager, AOL Deutschland
say about the
say about the
quot;We found the report very informative and have used the extensive data suppliedquot;
Dusan Hamlin, Director, Carat International
report?
quot;An excellent report! One that we have used again and again.quot;
Caroline Dewing, Communications Manager, Vodafone
quot;mobileYouth has been very helpful in the development of Vodafone's approach to delivery of content in a responsible mannerquot;
quot;mobileYouth has been very helpful in the development of Vodafone's approach to delivery of content in a responsible mannerquot;
Matt Champion, Brand Advertising Director, Mediacom
quot;We have found the report to be an invaluable source of data and statistics that we have used again and again.quot;
Nicolas Droulat, Senior Analyst, Bouygues Telecom
Nicolas Droulat, Senior Analyst, Bouygues Telecom
quot;We used the report to help us understand what products we should be focussing on in our youth offering.quot;
Damien Brady, CEO, Extreme Mobile
quot;As always, an excellent reportquot;
Daniel Bevis, Knowledge & Intranet Administrator, Leo Burnett
quot;A thoroughly informative and enjoyable read. I was particularly impressed with the deconstruction of perceptions of youth and
fashion ‐ very insightful ‐ and the presentation of data is very accessible too.quot;
Comverse
“mobileYouth has deep psychological observations and great youth market analysis”
mobileYouth has deep psychological observations and great youth market analysis
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33. The Youth Marketing Workout 2009
New webinar to share ideas on youth marketing and trends
N bi h id h ki d d
http://www.slideshare.net/mobileyouth/youth‐marketing‐trends‐workout‐webinar‐1‐presentation
33
34. mobileYouth Lead Author
Add GB on Twitter grahamdbrown
Add GB on Facebook www.facebook.com/profile.php?id=569029896
Download more presentations @ www.mobileYouthnet.com
Follow the blog @ www.mobileYouth.org
34
35. Who buys mobileYouth?
y
3. Adidas. Adobe. Airtel, AKQA. Alcatel Lucent. AOL. Apple. Autodesk. Avea. Avery Dennison. BBC.
BBDO. BBH. Belgacom. Bell Mobility. Boost Mobile. BSkyB. BT. Buongiorno. Carat. Cellcom, Celtel,
Channel 4. Cingular. Comverse. Cosmote. Cricket Wireless. Danish Broadcasting Corp. Diageo. Digi
Malaysia. Disney Mobile. Djuice. Durex. EA. Emap. EMI Music. Endemol. Ericsson. Etisalat. Fleishman.
France Telecom. Fremantle Media. Globe. Grey. GSM Association. Hasbro. HP. Hutchison Whampoa.
IBM. Iceland Telecom. Intel. Isobar. ITV. KPN. Kyocera. Leo Burnett. LG. LSDA. Maxis. Mediacom. M&C
Saatchi. McCann Digital. McDonald’s. Microsoft. Mindshare. Mobilink. Mobilkom. Mobistar.
Microsoft. Motorola. MTN. MTV Networks. Nawras. NEC. News Intl Corp. Nickelodeon. Nokia. Nokia
Ad Business. Norwegian Broadcasting Corp. Telefonica O2. Oakley. Ofcom. Ogilvy. Orange. Panasonic.
Pannon. Orascom. Pelephone. Plantronics. Polska Tel. Proctor & Gamble. Publicis. Qualcomm. Rogers
Wireless. RTL. Saatchi & Saatchi. Safaricom. Samsung. Sasktel. SFR. SingTel. Sony Electronics. Sony
PlayStation. Sonofon. SonyBMG. Sprint Nextel. Sulake. Sun Microsystems. Sunrise. Swisscom. Taiwan
Mobile. Telecom NZ. Telenor. TeliaSonera. Tele2. Telstra. TIM. TIM Hellas. T‐Mobile. Turkcell. Uganda
Tel. Universal Music. US Cellular. Verisign. Verizon Wireless. Virgin Mobile. Visa. Vizeum. Vodacom.
Vodafone. Walt Disney Internet Group. Walt Disney Television. Wana. Warner Bros. WPP. WIND .
Yahoo!. Zain, Zenith Optimedia
35
36. This is a media overview of
the 2009 mobileYouth report:
Insights into mobile youth trends and mobile behavior
GET FULL COPY
or email josh.dhaliwal@mobileYouth.org
+44 207 386 3635
36