The document discusses the Youth:Mobile relationship, highlighting three critical aspects: content, social currency, and context, which are essential for brands to engage effectively with youth. It emphasizes that technology shapes purchasing behavior and the importance of social relevance in marketing strategies. Additionally, it mentions mobileyouth's focus on tracking youth and mobile culture trends since 2001.

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2. Generation O: module 01/06
The mobileYouth World Map 2012
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Source: mobileYouth 2011-2012
MOBILEYOUTH
youth marketing mobile culture since 2001
®
2012 MOBILEYOUTH® REPORT

3. Generation O: module 01/06
The Gen O:Mobile relationship
Youth don’t buy Content is what
technology, they 3 Critical Aspects of the Youth:Mobile Relationship you make - the
buy what brand, the product
technology does and the
for them. technology.
Cu
Context Marketing
st
om Ch en
(the story)
er a n g t s
The “what it Social Currency is
s
does” is its Social Social Currency Innovation social benefit - the
Ag
Currency - (the benefit)
measure of the
e
the ability to Content Product Content’s ability
Co
provide Devt to create
m
(what you
pa
significance and make) belonging or
ny
belonging. significance for
this is where brands need the user.
Mobile Appeal to focus their energies
3 aspects of the today Context is the
youth mobile - the bridge between story told that
relationship: makes sense of
brands traditionally outsource Social Currency
1. Content this part to creative agencies and makes the
2. Social Currency Content relevant
3. Context to their lives.
MOBILEYOUTH
youth marketing mobile culture since 2001
®
2012 MOBILEYOUTH® REPORT

4. Generation O: module 01/06
Social Drivers
flickr (c) Helga Weber
Youth’s fundamental drive is Social
You’re either connecting or interrupting them
MOBILEYOUTH ®
youth marketing mobile culture since 2001
2012 MOBILEYOUTH® REPORT

5. Full contents of this Presentation are now only
available to mobileYouth report subscribers
flickr(c) Nicki Varkevisser
http://www.mobileyouth.org

6. THE MOBILEYOUTH 2013 REPORT
Want the latest trends
that matter?
MOBILEYOUTH
youth marketing mobile culture since 2001

7. 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

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