2009 Mobile Youth Report

Published by: Wireless World Forum

Published: Feb. 1, 2009 - 12 Pages

Table of Contents

1. Insights into Youth Mobile Trends and Mobile Behavior (Delivered Feb 09)

Title

Graham Brown Quote

How to Use this Report

Change

Emerging Youth Trends: Trouble Ahead?

ARPU Ceiling

The Slice and the Pie

Conditions place premium on Trust

Youth Show the Way

Integrated Use Up, Spending Down

The Trust Gap: has mobile left the backdoor open?

Industry’s Future lost at Grass Roots Level

How Mobile can Regain Mindshare

Stuck in the 20th Century

Industrial or Social?

DNA cannot be undone by tactics

Attention is Your Biggest Cost: Are you Interrupting or Connecting?

Attention is your biggest cost

Pipelines ignore filters

DNA = Metrics =Marketing = Failure

The True Cost of Marketing

Reliance on Nomadics

The True Cost of Churn

When Marketing Serves the Company

Insights

Ethnography - the key to unlocking the emotional appeal

Moving beyond the Observable

Gen Y Myths

Changing How we Gather Insight

When Consumer Insight Gets it Wrong

Moving towards Ethnography

Platform Marketing: Campaign to Legacy

Establish Permission First

Moving from Serial to Cyclical

Selling Barriers to Exit

Social Currency: why they buy

Selling a Lifestyle

Social Fabric that Connects

2 Key Drivers of Consumer Behaviour

Replacing Symbols of Social Currency

Targeting

Beachheads: from mass to niche

Sell to the Beachhead not the Mass market

Insight is Competitive Advantage

Clarity is Power

Profiling

Teens: The Quest of Shared Experience

272 million mobile teens

Where are they?

Mobile teen Market growth

Overview of Teen Consumers (13-17yrs)

The Consumer Psychology of Teens

Teens and marketing

Teens and media

Teens and sharing

Teens and mobile internet

Teens and content

Teens and Handsets

Teens and Social Media

Students: An Alternative Mainstream

341 million mobile students - Where are they?

Overview of Student Age Consumers (18-22yrs)

The Consumer Psychology of Students

Students and media

Students and Marketing

Students and content

Students and handsets

Students and Social Media

Young Adults: Economic Significance, Display and Status Emerge

387 million young adults Where are they?

Overview of Young Adult Consumers (23-27yrs)

The Consumer Psychology of Young Adults

Young Adults and Media

Young Adults and Marketing

Young Adults and Content

Young Adults and Handsets

Young Adults and Social Media

Boys Display Girls Connect

Gender and Media

Gender and Mobile Content

Gender and Mobile Handsets

Gender and Social Media

Ethnics: Passionate Beachheads

Young Ethnics and Media

Young Ethnics and Mobile

iPhone Owners: Early Adopter Bubbles

Young iPphone Owners

Demand for Apps

Gamers: All Ages but differing styles

Young Gamers

Young Gamers

Mobile Music: Male and Ethnics

Marketing and Cross Selling Opportunities

Young Mobile Music Consumers

Mobile Internet: Teens when it’s free

Young Mobile Internet Consumers

Mobile Mail: So far, a substitute rather than a de-facto

Young Mobile Mail Consumers

Mobile Photo Sharing: Teen Sharers and Young Adult Displayers

Young Photo Sharing Consumers

Mobile Video: Online Female, Mobile Male. Young

Adults and Ethnics dominate

Young Video Consumers

Young Mobile Video Consumers

Social Media: All ages, all genders, all ethnicities but roles vary

Young Social Media Consumers

Contact

Come meet mobileYouth® on our world tour 2009

The Youth Marketing Workout 2009

mobileYouth Lead Author

2. Mobile youth product preference and development

Product choice

What do they want from handsets?

What do they want from operators? E.g. service, package

What do youth think of discount & free operators such as Blyk, Helio, Boost Mobile, Heyah!, Virgin,

Fonic and Congstar?

What do youth think of premium handsets such as iPhone, Storm, G1, Nokia Tube?

What do youth think of mobile advertising?

Pricing

How relevant is pricing to young consumers?

Do youth want everything for free or are we missing the point in what really drives their consumer

behaviour?

What is “Displacement” and how does this impact youth choice in product?

Product Development

What role should youth play in our own product development?

What is the business benefit of “crowdsourcing” product ideas from youth?

How can operators engage youth as part of the product development process?

What role do youth have in developing your mobile advertising revenue streams?

Should we use mobile content to enhance youth revenues, loyalty, advertising revenues or

marketing?

3. Mobile youth branding

Brand preferences

How do youth assess brands?

What role does trust, relevance have in youth brand?

How does brand impact loyalty, uptake of new services, word of mouth?

How do mobile brands compare with others in terms of youth preference?

How important are social values in youth branding?

How important is “Authenticity” in youth branding?

How should mobile brands brand themselves for young consumers without impacting the wider

business?

Do youth prefer localized or global brands and how does this vary by market?

Which brands do youth rate the highest and why?

Is the concept of "brand" relevant to youth in a "smart pipe" strategy?

How do youth weigh the needs of wanting control of the brand versus brand leadership?

Brand impact

How does brand impact word of mouth, uptake of new services and customer loyalty?

How do we build our relevance to youth?

How can we achieve youth brand clarity?

How do we position our youth service to our customers?

How can we measure youth brand performance?

What are our social values and why are they important in building a dialogue with youth?

What is youth brand clarity and are mobile operators achieving it?

Should we adopt “open house branding” strategies or should we demonstrate leadership?

How important is “Building the Backstory” in marketing effectiveness?

Marketing to mobile youth

Measurement

Why is a reliance on ARPU and market share potentially damaging to youth relationships long term?

What role should the profit-related metrics net promoter score, churn, lifetime value play in

developing and measuring youth strategy?

Communication

Which 3 communications tactics are youth most responsive to?

How do we build the bridges to facilitate dialogue and enable youth to better communicate with

mobile operators?

Are call centres, focus groups and feedback forms effective?

What are the most common and avoidable mistakes in marketing to youth?

What role should customer service have in your youth marketing strategy?

How can operators use Social Media, Twitter, Blogs and Video to engage youth?

How can operators monitor, take part in and enhance youth conversation relevant to our brand?

Partnership

What is the business case for youth focused partnerships?

What should be the operator's key selling point to attract the right industry partners?

How should you position our brand in the music category?

Why is music sponsorship increasingly ineffective?

How should operators approach music events as a core marketing strategy with youth?

Who do you need to partner with to make mobile advertising happen?

Marketing

Why should mobile operators focus youth marketing on legacy building as opposed to campaigns?

What is the youth marketing “Meatball Sundae” and how do we avoid it?

What are “Immersion” and “Partnership” marketing and who is successfully implementing these

strategies?

Which brands are successfully building marketing legacies and what are the business benefits?

How can operators prepare internally for moving from marketing "to" to marketing "with" youth?

Influence

What is the business case for positive youth customer advocacy?

Who should be the focus on the customer advocacy strategy?

How do we engage employees as brand ambassadors?

4. Strategy for mobile youth

Key business case questions

What are the 3 key internal justifications for a mobile youth strategy?

What is the business case for youth and where should youth fit within the overall operator strategy?

What should operator youth strategy be and what are the key mistakes that can be avoided?

What is the “Harley Affect” and how does this make youth relevant to non-demographic specific

brands?

What are the business implications of getting your youth strategy wrong?

How can operators make an effective internal youth strategy a key cost-cutting measure?

What are the internal challenges preventing an effective youth strategy and how do we address

them?

Key strategy questions

What are the 3 strategic priorities we need to be focusing on for 2009?

Are discount and free operators a threat or a distraction?

How can a mass market brand be relevant to youth?

What are the long term youth ARPU trends and are these indicative of future patterns in the mass

market?

What is “Channel ARPU” and what are the strategic implications for our youth strategy?

How do Nokia, Apple, Google, Red Bull and Starbucks present a competitive threat to operators and

what should operators do about it?

What role should operator assets play in youth marketing (eg brand, billing, partnerships, portal, and

handset portfolio)?

Statistical mobile youth trends

What are the 3 most important statistical mobile youth trends and what is their implication for mobile

providers?

What are the current ARPU trends and how do they differ by age and market?

What are the current data trends and how do they differ by age and market?

Typical customer profiles explained statistically

How do youth trends vary from emerging to mature markets?

How is youth spending on mobile changing?

What are the current subscriber trends and how do they differ by age and market?

What are the current churn and loyalty trends and how do they differ by age and market?

Screenshots from previous reports

The Author

Born in the UK, Graham Brown has spent his life living and working in both London and Tokyo. A keen

psychology graduate, Graham has focused his marketing career on understanding what influences

consumer behavior.

Graham established mobileYouth in 2001 with Josh Dhaliwal at a time when the blanket industry

response to youth was “we don’t do kids”. Needless to say, things have changed a little since then and

Graham’s role in the organization has evolved from knocking on the doors of operators to maintaining

the research momentum and deepening our understanding of what the consumer wants.

As well as speaking at industry conferences on the subject of young consumers, Graham has appeared on

CNBC, Sky, CNN and BBC TV regarding youth marketing issues as well as in print with the FT, Guardian,

WSJ and the Sunday Times.

Abstract

The official mobileYouth® report published annually 2001-2008 covering youth lifestyle trends of mobile consumers aged 15-29 and consumption patterns in 60 countries worldwide.

MobileYouth is both a study of the universe of young people and a guide to better develop and market products for these consumers. It’s all too easy to get lost in the technology, the non-sensical self-talk of the internet, mobile and media industries when sometimes the smallest things create the biggest leverage in customers satisfaction. Building dialogue and trust with young consumers through internal change Points of change typically revolve around:

• Building proactive dialogue with consumers rather than “listening”
• Change through adopting new internal language and semantics (e.g. dumping useless terms such
as “killer applications”, “value chains”, “end users” etc in favor of “services”, “value networks”, “consumers”)
• Integrating the product development and marketing processes
• Creating consumer advocacy through establishing the company within the peer group
• Experimenting with youth as brand stakeholders
• Measuring internal performance and KPI through “lifetime customer value” rather than “net
adds”

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