mobileYouth 2003

Published by: Wireless World Forum

Published: Mar. 11, 2003 - 212 Pages

Table of Contents

Executive Summary

1. Introduction

2. The Youth Market

2.1 Definition of the Youth market

2.2 Size of market

Figure 2.2.1. Total Youth Population in Key 20 Markets

Figure 2.2.2 Comparison of Youth Population by Country in 2003

Figure 2.2.3 Youth Population as a % of Total Population by Country 2003

Figure 2.2.4 Number of Youth as a % of Total Population 2003-2006

2.3 Increasing wealth

2.4 Leisure spend

3. Excess Society

3.1 Excess of choice

3.2 Active decision making

3.3 Discriminating consumers

3.4 Filtering products

3.5 The consumer bottleneck

Figure 3.5.1 The consumer bottleneck

4. Five Key Drivers

4.1 The Drivers

4.2 The Drivers are constant

4.3 The 5 key Drivers

4.3.1 Status

4.3.2 Emancipation

4.3.3 Communication

4.3.4 Peer Group Reinforcement

4.3.5 Defining Self Identity

4.4 Drivers are building blocks

4.5 Functionality of Drivers

Figure 4.5.1 Fun v Functionality

5. Age Groups

5.1 Age has a significant impact on Drivers

5.2 Age affects buying decisions both quantitatively and qualitatively

5.3 Youth is not homogenous

5.4 Distinct psychological changes

5.5 The five stages of Youth

5.5.1 The Child

5.5.2 The Tweenie

5.5.3 The Early Teen

5.5.4 The Late Teen

5.5.5 The Young Adult

5.6 Drivers as a function of age group

Figure 5.6.1 Drivers as a function of age group

5.7 The importance of segmenting the Youth market

6. Buying Groups

6.1 Drivers as a function of Buying Groups

6.2 Five Buying Groups

Figure 6.2.1 Distribution of Youth Buying Groups

6.3 Buying Groups and their attitude to buying products

6.3.1 Explorers

6.3.2 Opportunists

6.3.3 Realists

6.3.4 Conformists

6.3.5 Plodders

6.4 The Buying Groups in Marketing

7. Product Availability

7.1 Product Value as a function of Availability

7.2 The Exclusivity Effect

Figure 7.2.1 Status

7.3 Communication and Metcalfe’s Law

Figure 7.3.1 Communication

7.4 Peer Group Reinforcement and the Assimilation Effect

Figure 7.4.1 Peer Group Reinforcement

7.5 Product maturation and Defining Self Identity

Figure 7.5.1 Defining Self Identity

7.6 The “Trickle-down” effect and Emancipation

Figure 7.6.1 Emancipation

7.7 Product consideration

8. Methodology

8.1 Determining market size and value

8.1.1 Why will Youth buy my product?

8.1.2 How does my product compare with other Youth-focused products?

8.1.3 Who will buy my product?

Figure 8.1.3.1 Pie and Slice

8.1.4 How large is “The Pie”?

8.1.5 How big is “My Slice”?

8.2 Interaction of Drivers and Product Value at market level

9. Snowboarding

9.1 A case study

9.2 History

Figure 9.2.1 Snowboarding Adoption Curve

9.2.1 Early adopters experimenting

9.2.2 Opportunists seek to exploit the snowboard

9.2.3 Mass market acceptance

9.3 Extrapolating historical evidence

10. The Adoption Curve

10.1 The Product Adoption Curve

10.1.1 Using the Curve to analyse mobile markets

10.2 There are four stages in the Adoption Curve

Figure 10.2.1 The Adoption Curve

10.2.1 Stage One: Experimentation

10.2.2 Stage Two: Exploitation

10.2.3 Stage Three: Accommodation

10.2.4 Stage Four: Assimilation

10.3 The Adoption Curve in forecasting

Figure 10.3.1 The Adoption Curve

11. Text Messaging

11.1 Reasons for inclusion

11.2 Technical Overview

11.3 Market Overview

11.3.1 Text Messaging was never designed as a youth product

11.3.2 New applications for text platforms

11.4 Four significant landmarks enabling adoption

11.5 Text Messaging statistics

Figure 11.5.1 Total Youth Spend on Text Messaging by Region 2003-2006

Figure 11.5.2 % Youth Leisure Spend on Text Messaging by Region 2003-2006

Figure 11.5.3 Comparative Regional Spend on Text Messaging in 2003

Figure 11.5.4 Comparative Regional Spend on Text Messaging in 2006

11.6 Product Value of Text Messaging

11.6.1 Communication

11.6.2 Peer Group Reinforcement

11.6.3 Emancipation

11.7 Who do these Product Values appeal to?

11.8 How does Text Messaging compare with the competition?

11.8.1 Ease of use

11.8.2 In control

11.8.3 Naturally mobile

11.8.4 Economics

11.9 Text Messaging Adoption

11.9.1 Experimentation

11.9.2 Exploitation

11.9.3 Accommodation

11.9.4 Assimilation

11.10 Issues

11.10.1 Competition from email

11.10.2 Limited functionality

11.10.3 Interoperability in North America

11.10.4 Free Text Messaging

12. Multimedia Messaging

12.1 Reasons for inclusion

12.2 Technical Overview

12.3 Market Overview

12.3.1 Multimedia Messaging as an evolution of Text Messaging

12.3.2 Industry commitment to Multimedia Messaging

12.4 Four significant landmarks enabling adoption

12.5 Multimedia Messaging statistics

Figure 12.5.1 Total Youth Spend on Multimedia Messaging by Region 2003-2006

Figure 12.5.2 % Youth Leisure Spend on Multimedia Messaging by Region 2003-2006

Figure 12.5.3 Comparative Regional Spend on Multimedia Messaging in 2003

Figure 12.5.4 Comparative Regional Spend on Multimedia Messaging in 2006

12.6 Product Value of Multimedia Messaging

12.6.1 Status

12.6.2 Communication

12.6.3 Peer Group Reinforcement

12.7 Who do these Product Values appeal to?

12.8 How does Multimedia Messaging compare with the competition?

12.8.1 Convenience

12.8.2 Expressive

12.8.3 Naturally mobile

12.8.4 Economics

12.9 Multimedia Messaging Adoption

12.9.1 Experimentation

12.9.2 Exploitation

12.9.3 Accommodation

12.9.4 Assimilation

12.10 Issues

12.10.1 Competition from email and Text Messaging

12.10.2 Competition from traditional media

12.10.3 Camera phone usage does not equal Multimedia Messaging use

12.10.4 WAP

12.10.5 Interoperability

13. Mobile Java Gaming

13.1 Reasons for inclusion

13.2 Technical Overview

13.3 Market Overview

13.3.1 Immature market

13.3.2 Widely promoted

13.3.3 Extensive back catalogue

13.4 Three significant landmarks enabling adoption

13.5 Mobile Java Games statistics

Figure 13.5.1 Total Youth Spend on Mobile Java Games by Region 2003-2006

Figure 13.5.2 % Youth Leisure Spend on Mobile Java Games by Region 2003-2006

Figure 13.5.3 Comparative Regional Spend on Mobile Java Games in 2003

Figure 13.5.4 Comparative Regional Spend on Mobile Java Games in 2006

13.6 Product Value of Mobile Java Games

13.6.1 Defining Self Identity

13.6.2 Status

13.6.3 Peer Group Reinforcement, Communication

13.7 Who do these Product Values appeal to?

13.8 How does Mobile Java Games compare with the competition?

13.8.1 Mobile

13.8.2 Whole Product

13.8.3 Existing back catalogue of content

13.8.4 Economics of interactivity

13.9 Mobile Java Games Adoption

13.9.1 Experimentation

13.9.2 Exploitation

13.9.3 Accommodation

13.9.4 Assimilation

13.10 Issues

13.10.1 The Nostalgia Premium

13.10.2 Competition from consoles

13.10.3 Competing technologies

13.10.4 Microsoft SmartphoneTM

13.10.5 Handset Compatibility

13.10.6 Limited device functionality

13.10.7 Payment and download

14. Ringtones

14.1 Reasons for inclusion

14.2 Technical Overview

14.3 Market Overview

14.3.1 A mature industry
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Abstract

mobileYouth 2003: the handbook for effectively communicating with Youth using mobile technologies. This report identifies the necessary building blocks required for the following strategic processes:

• effectively understanding Youth and the reasons why they buy products
• implementing processes to develop products more in-tune with the needs of specific segments of Youth
• generating long term projections of mobile products aimed at Youth
• determining the economic feasibility of marketing products to Youth

The report comprises 22 sections. To enable a brief overview a brief synopsis of each section is provided:

Chapter 2. The Youth Market

The first section identifies the consumer - analysing who the Youth market are and provides details of how their numbers have changed and will change over time. mobileYouth 2003 identifies the importance of this demographic both economically and strategically for companies utilising mobile technologies.

Chapter 3. Excess Society

This section looks at how consumption behaviour of Youth has changed as a result of exponential growth in the number of products marketed at them. Youth have become more discriminating in product choice. The next section examines what they base these choices on.

Chapter 4. Key Drivers

The key drivers identify why Youth buy products. This section examines the fundamental Drivers that shape buying decisions.

In the next 3 sections, mobileYouth 2003 identifies the three key fundamentals affecting Youth behaviour as consumers: Age Groups, Buying Groups and Product Availability

Chapter 5. Age Groups

Examines how age is a key factor in affecting the Drivers. mobileYouth provides clear segmentation of age segments based on similarity of needs

Chapter 6. Buying Groups

In examining each Youth age group the report finds that buying behaviour is different. This section explains the role of the personalities in determining consumption patterns of Youth and their impact on shaping the market

Chapter 7. Product Availability

The value of the product is affected by its Availability both in terms of its supply and its interoperability. This affects how the Youth perceive and value the product.

Chapter 8. Methodology

mobileYouth 2003 outlines potential valuations of a product in the Youth market by applying the knowledge of the 3 key fundamentals affecting Youth buying behaviour in a linear process. Section 22 of the Report provides the fundamental data required to base any analysis of mobile products for the Youth market in each of the Key 20 markets.

Chapter 9. Snowboarding

Snowboarding exemplifies the 3 key fundamentals affecting Youth buying behaviour over time. The qualitative and quantitative changes in the market reflected in the product moving successfully from niche to mass market are explained in terms of Youth drivers.
Chapter 10. The Adoption Curve

The interaction of time, price and the 3 key fundamentals affecting Youth buying behaviour is a complex process. Historical data emphasises the existence of generic market transition patterns that apply to successful products. The "Adoption Curve" provides a top-down view of how products will be adopted by the Youth market over time and can be used to predict the issues facing the marketing and development of products to this segment

Chapter 11-14. Market Forecasts

Applying our theories on the factors governing buying behaviour and Product Adoption we analyse a range of mobile products. The results provide an interesting insight into the dynamics of the market. Extrapolating current and historical data enables the user to predetermine the course of the market on the basis of who is using the product and for what reasons. mobileYouth 2003 provides potential market valuations for:

Chapter 11. Text Messaging

Chapter 12. Multimedia Messaging

Chapter 13. Mobile Java Games

Chapter 14. Ringtones

Chapter 15-21. Conclusions

mobileYouth 2003 is essentially a handbook to enable the reader to successfully understand the Youth market and how their product is potentially relevant to them. This will enable users to segment the market, target the consumer and develop the product more effectively based on the individual's deep rooted drivers. The conclusions provide guidance on:

• long term strategic planning
• working more effectively within the mobile Industry
• understanding the strengths and weaknesses of the mobile Industry when focusing on the Youth market
• the effective structuring of Youth research
• Youth product competitive analysis
• building partnerships with Youth
• product development initiatives
• marketing appropriately to Youth using mobile devices
• building brand strength in the Youth market using mobile devices

Chapter 22. Statistics

The statistical data forms the basis for any analysis of the Youth market. Covering 20 key global markets, mobileYouth 2003 provides in-depth data on each market from 2000 to 2006. Areas covered in the statistics:

• Market sizes for each of the featured technologies (text messaging, multimedia messaging, mobile java gaming, ringtones) by region
• Numbers comprising the Youth market, by Age Group
• The Youth market as a % of the total population
• Mobile ownership in the Youth market, by Age Group
• Disposable Income of mobile owning Youth, by Age Group

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