Download the full SMART index data
http://www.mobileyouthreport.com
Keywords in this presentation
SMART, advocacy, word of mouth, influence, earned media, youth, teens, gen-y, generation y, geny, millennials, trends, marketing, keywords, engagement, advertising, social media, telecoms, handsets, mobile, mobile youth, mobileyouth, graham brown, malaysia, asia, south africa, usa, america, nokia, blackberry, sonyericsson, motorola, lg, samsung, apple, iphone, bbm, apps, appstore, survey, research, data, statistics, case studies, insights
11. What is this document and
why should I read it?
White Paper on youth influence and handset brands
This Document: MYS 2011 Contains 3 elements:
You are reading a summarizing the key 1) SMART Index scores
findings and recommenda6ons from the 2) The mobileYouth Brand Heatmap
2011 mobileYouth Survey (2011 MYS). 3) Recommenda6ons
All charts are available for download at MYS contains key implica6ons about
www.MobileYouthReport.com marke6ng and product development for
handset brands globally.
The Survey was conducted by
mobileYouth with the Youth Research If you are focused on youth you will find
Partners in 3 markets (Mr Youth USA, data and recommenda6ons that will
Rlabs SA and Youthworks Malaysia) to both challenge your assump6ons and
test and share our findings. place you ahead of the curve.
Full Survey Data Available
http://www.MobileYouthReport.com
12. Why did we create the 2011
mobileYouth® Survey?
A Powerful Tool to Measure and Forecast Brand Strength
Behavior to AXtude: Comparing Behavior and AXtude
Companies need to move from relying Based Research Data in Youth Market
on behavior based metrics to aQtude.
Behavior AXtude
Behavior is historical, aQtude future‐
facing. In the table we compare the Example SMS Usage Brand
Recommenda6on
qualita6ve differences. What value, for
example, another survey that shows US Timeframe Last Quarter Next Quarter
youth use 3,000 texts a month? We Use Repor6ng Predic6on
believe such data simply adds to the
noise. We created the 2011 MYS to help
brands focus on the one key metric that
maWers now: recommenda6on.
Full Survey Data Available
http://www.MobileYouthReport.com
13. 2011 mobileYouth®
Survey Results
A Summary of Findings from the 2011 Mobile Youth Survey
Forecasts & ImplicaHons SonyEricsson & Motorola: Both occupy
Apple: Market share will increase in same behavioral niche when it comes to
15‐19 year olds. App store piracy and recommenda6on. Only one can survive.
hacking to increase. Poten6al legal Support beachhead of 20‐24 yr old
issues to Apple’s control based model. males.
Blackberry: Con6nued strength in 20‐ Nokia: Broad appeal eroded by niche
something females esp. Emerging players – Apple (innova6on), Blackberry
Markets. Focus less on Appstore more (social badge) and Samsung (cost).
on doing one thing well (BBM). Needs to leverage 25‐29 yr olds to act as
marke6ng role models to 15‐19 yr olds.
Samsung: Recommenda6on driven by
reliability & durability no applica6ons.
Full Survey Data Available
http://www.MobileYouthReport.com
15. What is the mobileYouth®
SMART Index?
Simple Mobile Advocacy & RecommendaDon Tracker
RecommendaHon Drives Profit: Bad Metrics = Bad Results:
65% of youth handset purchases are The old McKinsey saw “What measures
driven by word of mouth. What youth gets done” holds true in every
say is far more important than what our organiza6on. Widely used does not
marke6ng departments say. mean successful. Beware false wisdom.
The challenge is moving from outdated Most agency metrics are too
marke6ng models to more effec6ve complicated to ac6on requiring a
ones without finding suitable metrics to reliance on the agency itself to both
measure performance. That’s why we interpret and implement measurement.
developed the SMART index – a That’s why we’ve kept it simple – the
powerful tool to help mobile brands Simple Mobile Advocacy and
become part of youth conversa6ons. Recommenda6on Tracker.
Full Survey Data Available
http://www.MobileYouthReport.com
16. How does the mobileYouth®
SMART Index work?
So Simple You Don’t Need an Agency to Tell You Your Results
A Simple YES/NO QuesHon: 40%
Survey 1000 youth asking a simple
30%
ques6on “Would you recommend this
brand to a friend?” 20%
Recommended Brands (+% SMART) 10%
650 youth recommended the brand and 0%
350 didn’t, the SMART index is
(650‐350)/1000 = +30% ‐10%
‐20%
Ignored Brands (‐% SMART)
375 youth recommended the brand and ‐30%
625 didn’t, the SMART index is Recommended Brand Ignored Brand
(375‐625)/1000 = ‐25%
Full Survey Data Available
http://www.MobileYouthReport.com
18. Why should you make
RecommendaHon the #1 metric?
Change in profit strongly correlated to change in SMART index
SMART INDEX
60%
BlackBerry Apple
40%
Samsung
20%
Sony Ericsson Motorola CHANGE IN
-60% -40% -20% 20% 40% 60%
SHARE OF
Handset brands that have successfully MARKET PROFIT
-20% increased their recommenda6on scores have
also seen an increase in their share of market
Nokia profit as a % share. For example, Apple’s
-40% SMART index recommenda6on score for
youth has increased nearly 50% while its
Source: mobileYouth 2011 share of total markets has increased nearly
-60% 50%
Full Survey Data Available
http://www.MobileYouthReport.com
19. SMART index scores compared
RecommendaDon: The single youth metric that drives all metrics
Word of Mouth MulH‐Dimensional SMART TargeHng
Top level SMART scores only tell part of Sell to the sold. It’s the sold that
the story. Nokia, for example, has a par6cipate in product development and
youth SMART score of ‐20% sugges6ng generate Earned Media for your brand.
poor performance. But focus only on It’s the sold that forgive you when you
25‐29 yr olds and the score rises to screw up. It’s the sold that are the first
+10%. Consider males and it rises to buy the new products. SMART tells
further s6ll. you where your fans are.
Full Survey Data Available
http://www.MobileYouthReport.com
20. SMART index comparison 2011
Which brands are youth recommending the most?
+45% +40% +33% +11% +2% ‐12%
mobileYouth SMART index scores
Source: mobileYouth 2011
Our 2011 Survey iden6fied the Big 3 of Youth Earned Media: Apple, Blackberry and Samsung.
They are also the 3 most profitable brands. Analyzing SMART scores by age, gender and region
reveals each brand (from Apple to Nokia) has its own key Beachhead it needs to focus on
Full Survey Data Available
http://www.MobileYouthReport.com
22. If you don’t know who your fans
are… you only have customers
Where is your Beachhead? How do you measure your impact on them?
Full Survey Data Available
http://www.MobileYouthReport.com
23. The mobileYouth® 2011 SMART brand heat map
where are the hot spots for youth word of mouth?
USA South Africa Malaysia
Apple Key
15‐19 20‐24 25‐29
Blackberry Red Hot
Preview Black‐
berry
Hot
Samsung Extensive Data Available at
Motorola www.MobileYouthReport.com Warm
Nokia Cold
Sony Ericsson Ice Cold
HTC No Data
LG 15‐19 20‐24 25‐29 Male Female
Moto‐ Sony
Source: rola Ericsson
mobileYouth 2011
Full Survey Data Available
More data & insights: www.MobileYouthSurvey.com
http://www.MobileYouthReport.com
24. Sample SMART index data
Females drive Blackberry Earned Media in South Africa
KEY
South Africa
Apple RED HOT
BlackBerry
HOT
Samsung
WARM
Motorola
Nokia COLD
Sony Ericsson
ICE COLD
HTC
NO DATA
LG
Source: mobileYouth 2011
Full Survey Data Available
http://www.MobileYouthReport.com
26. SMART: Motorola and Nokia
A closer look at the data reveals key beachheads overlooked
15‐24 yrs
fail to
recommend
Preview
Nokia at all
More Heatmaps, Charts and Data Available at
but 25‐29 yr
www.MobileYouthReport.com olds are
posi6ve
20‐24 yr olds
recommend
Motorola the Source:
most mobileYouth 2011
Full Survey Data Available
More data & insights: www.MobileYouthSurvey.com
http://www.MobileYouthReport.com
27. 5 Youth Behavioral Trends
Which trends will impact which brand and who’s driving them?
BEHAVIOR DEMOGRAPHIC BRANDs
PIRACY 15‐19 yr males Apple
ACCESSORIZATION 20‐29 yr females Blackberry
ASSURANCE All ages Samsung
SELF‐DISCOVERY 20‐24 yr males Motorola, SonyEricsson
NOSTALGIA 25‐29 yr m&f Nokia
Full Survey Data Available
http://www.MobileYouthReport.com
32. 4. What is our SMART index score?
Does our markeHng increase or
decrease it? What is our target score?
Full Survey Data Available
http://www.MobileYouthReport.com
35. Technical Data
about the Survey
Methodology: Partners
• The research was conducted across 3 mobileYouth
countries: United States, South Africa & Mr Youth USA
Malaysia. Rlabs South Africa
• 2011 MYS covered 3638 respondents Youthworks Asia
across the 3 countries between the ages
of 15‐29. To access detailed data and insights
• A mix of both offline and online specific to your market or to discuss
method was adopted to collect how these insights could also be applied
responses. to your company/market then refer to
• Handset brands included: Apple the next slide: Ac6on Points.
iPhone, BlackBerry, Samsung, Motorola,
Nokia, Sony Ericsson, HTC, LG
Full Survey Data Available
http://www.MobileYouthReport.com
36. Get the full version & charts
www.MobileYouthReport.com
MobileYouthReport: Download the 2011 Survey Data
You are viewing a preview version of the To access the data and downloadable
Mobile Youth Survey without the charts you need to sign up at
extended brand heatmaps or datasets. www.MobileYouthReport.com
Our exis6ng clients have full access to If you’d prefer to talk to a youth
the 2011 Mobile Youth Survey, the full specialist then call mobileYouth:
downloadable file, insights and UK: +44 20 3286 3635
recommenda6ons here: North America: +1 646 867 3635
www.MobileYouthReport.com South Africa: + 27 11 08 3635 1
The site also gives you access to over Asia: +852 8176 3650
400 charts for 65 countries detailing
youth mobile culture.
Full Survey Data Available
http://www.MobileYouthReport.com
37. THE MOBILEYOUTH 2013 REPORT
Want more trends?
MOBILEYOUTH
youth marketing mobile culture since 2001
38. 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
39. THE MOBILEYOUTH 2013 REPORT
http://www.mobileyouth.org
MOBILEYOUTH
youth marketing mobile culture since 2001