1) The document discusses marketing strategies for reaching 16-24 year olds in the UK, a key demographic known as "digital natives" who are heavily influenced by social media and technology. 2) It notes that this age group spends significant time online and accessing multiple media channels simultaneously, and they rely on peer recommendations over traditional advertising. 3) The document promotes Blyk as a mobile marketing platform that can help brands engage with 16-24 year olds in a targeted, relevant way through innovative mobile messaging campaigns.

1. Blyk UK UK Update Member Insight and Campaign Results Shaun Gregory

2. The UK is home to … That’s more than the entire population of London Source: TGI Quarter 1 2008 7.6 million 16 – 24s

3. They behave differently … Socially fragmented Glocal They are … 60% of teens prefer to communicate through technology such as text and instant messaging rather than face-to-face (Source: The Future Laboratory 2007) Digital Natives 1 Socially Fragmented 4 A recent report on Tribes by TV broadcaster Channel4 uncovered 25 different youth tribes within the UK alone (Source: C4 Teen tribes 2008) 3 Collaborative 89% of 16 – 24’s are a member of a social network, 64% are on Facebook, 20% MySpace and 8% Bebo (Source: Facegroup, tech tribe report 2007) Self Promoting 14% of 18 – 24’s have made money through their social networks (Source: The Future Laboratory 2007) 6 2 Knowledge Driven Knowing the ins and outs about the latest and greatest is all part their social currency 5 Early Adopting They are quick to adopt early attitudes, habits, new products and new thinking

4. A generation of super consumers … 16 – 24s have an average weekly disposable income of £91 1 ; the average UK family of 4 has just £53 each per week 2 Have spend power (Sources: 1 - Facegroup, tech tribe report 2007 2- The Telegraph 3- Habbo Global Youth Report) 90% of 16 – 24s olds say recommendations from friends have a huge influence on the things they buy 1 Shop collaboratively 27% of all shopping by 16 – 24s is now done online 1 Are spending online 43% of young people globally prefer brands which are familiar – 42% like brands that are keeping in touch with trends Are brand savvy They …

8. Blyk asks… On Politics 45% 18+ voted in the recent local elections Boring, bullshit Boris, Full of liars, two-faced, vital, deception, warzone, cheaper petrol & undemocratic On Buying Music 19% buy music from high street stores, 10% from online stores 27% file sharing sites 44% from friends On Kate Moss 60% said doghouse over catwalk On Watching TV Programmes 64% TV 14% online & 15% mobile 8% don’t watch TV at all Top 10 Travel Destinations 1) Dubai, 2) New York, 3) Spain 4) America, 5) Hawaii, 6) Australia, 7) Egypt, 8) Jamaica, 9) Florida and 10) Japan On Hangover Cures 40% more sleep 25% fry-up 24% more booze 11% chocolate Just 41% of 6 th form and college students plan to go to university in September 90% worry their skin does not look as good as it should On their Favourite Jeans 50+ different brands named 1) Levis 56% 2) Armani 6% 3)Diesel 4%

9. They are harder to reach than ever before… Sources: 1 Facegroup, tech tribe report 2007, 2- Nielson Online 2008 3- BRANDchild 2006 Mainly online 16 – 24s are spending 19.3 hours a week online; they are spending just 13 hours watching TV 1 Using social media Social networking as a weekly online activity was up 45% between 2006 and 2007, chat was up 27% 1 Anytime anyplace 50% of 16 – 24s access the internet from their mobile device 1 Multi-channeling Young people can handle 5.4 media channels simultaneously with good understanding - for adults its just 1.7 3 Media consumption has changed rapidly In micromedia format YouTube saw a 50% rise in visitors between 2007 - 2008 2

11. Brands need to be … Honest Consumer-centric Transparent Original Accessible Authentic Integrated Innovative This generation of 16 – 24s don’t want to be advertised to; they want information, entertainment and experience

12. Advertising on Blyk Awareness Insight Sales Engagement Reaching a relevant, targeted audience using mobile messaging Response & interaction Call to action Create multi-stage conversation with your core audience group

13. Examples of Blyk working for advertisers Awareness Insight Sales Engagement

14. media.blyk.co.uk

15. Thank you