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Generation O: module 01/06The mobileYouth
World Map 201275 Region 1 100 75 Region 2 50 0 0 ad e 2007 2008 2009 2010 0 2007 2008 2009 2010 2007 2008 2009 2010 gr Region 1 Region 2 Region 1 Region 2 p U s On ly es ew ull Acc 100 100 i 50 ev r F 50 r 0 0 P 2007 2008 2009 2010 Region 1 Region 2 2007 2008 2009 2010 fo Region 1 Region 2 100 100 50 50 0 2007 2008 2009 2010 0 Region 1 Region 2 2007 2008 2009 2010 Region 1 Region 2 Source: mobileYouth 2011-2012 MOBILEYOUTH youth marketing mobile culture since 2001 ®2012 MOBILEYOUTH® REPORT

Generation O: module 01/06The Gen
O:Mobile relationshipYouth don’t buy Content is whattechnology, they 3 Critical Aspects of the Youth:Mobile Relationship you make - thebuy what brand, the producttechnology does and thefor them. technology. Cu Context Marketing st om Ch en (the story) er a n g t sThe “what it Social Currency is sdoes” is its Social Social Currency Innovation social benefit - the AgCurrency - (the benefit) measure of the ethe ability to Content Product Content’s ability Coprovide Devt to create m (what you pasignificance and make) belonging or nybelonging. significance for this is where brands need the user.Mobile Appeal to focus their energies3 aspects of the today Context is theyouth mobile - the bridge between story told thatrelationship: makes sense of brands traditionally outsource Social Currency1. Content this part to creative agencies and makes the2. Social Currency Content relevant3. Context to their lives. MOBILEYOUTH youth marketing mobile culture since 2001 ® 2012 MOBILEYOUTH® REPORT

Generation O: module 01/06Social Drivers
flickr (c) Helga Weber Youth’s fundamental drive is Social You’re either connecting or interrupting them MOBILEYOUTH ® youth marketing mobile culture since 20012012 MOBILEYOUTH® REPORT

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are now only available to mobileYouth report subscribers flickr(c) Nicki Varkevisser http://www.mobileyouth.org

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