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
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