Presentation of Youth Media (Joseph Ciprut) during Mobile Convention Amsterdam.

1. YOUTH
MOBILE
TRENDS
2011
‘My phone is my friend’
An extension of the persona &
the key to connecting with friends
Who are they?
Market Size
How Youth Communicate
Engagement with
How to Market to Mobile Youth

2. for thos e able to engage
this grass roots force.
for those too slow
to respond.

3. Think of them as
“OpBmizers ”
…an em erging genera)on
of change agents …
Constantly op4mizing their rela4onships:
with friends, brands, even governments!
Genera4on Y The Z Genera4on
Screenagers Millennials
Connected Einstein Genera4on
Collec4ves
Nintendo
Genera4on
Nexters
Mobile is a key tool as alterna4ves are just a click away.
One sure thing can be observed about youth behavior by examining
they are basically restless.
their interac4ons is that

4. Their parents were ‘digital immigrants ’,
they are ‘digital naBves ’
Need to Con sum e & Gene rate media.
Expecta4on:
Fast technol ogy
&
instant
connecFon
How Mobile Youth communicate:
‐ and what else do they do online…
SMS is their preferred means of keeping in touch
with friends
‘Email is, like, so yesterday’
‘Email is only for communicaBng
with older people’

5. American teens send & rece ive
3,339 texts a month.
94% texBng
Teen females: Average 4,050 91% take a picture
63% access internet
Teen males : Average 2,539 61% play music
57% play a game
Age 18‐24 : 1630
1.8 Billion mobile accounts held by
5.2
1.3 Billion unique mobile youth
(5 ‐ 29 yrs)
Billion
3.7
Billion
$ 350 Billion annual spend 1.2
Trillion
global on operator services alone!
global
Average age of geVng
first mobile phone : 7

6. M‐ Pes a
Mx it
Yoza
North America: 105 mil lion / $71 bi l lion
Europe: 280 mi lli on / $78 bi ll ion
Asia & Pacific: 900 mi lli on / $120 bi lli on
Africa & The Middle East: 180 mi lli on / $33 bi ll ion
South America: 180 mi lli on / $43 bi ll ion
Over $1 trillion generated from SMS over the last decade.
Youth SMS use will fall 20% in the next 5 years due to
Next Genera)on Messengers like:
QQ
Weibo
Whatsapp BBM

7. Invest in building
ARPU communiFes
with youth
ARPU, collaboraFon
GSM Operators
AcBve Customers,
see success as
growth in: Abachment Rates
ATPU 85 MB LifeBme customer value +
By 2015: 750 MB
Unique value added
services +
$22 Developed markets
$12 Emerging markets Apps $ 38 Billion by 2015
EVOLUTION AMONG MOBILE YOUTH
1.Discovery of Technical CapabiliBes
2. CreaBng Social Currency

8. THE ERA OF
MIND FU L SP END ING 15% OF YOUTH’S
DISPOSABLE INCOME
COMPLETE MOBILE SPEND IS
BETWEEN 10% (IN DEVELOPED MARKETS)
YOUTH SPENDING “PIE”
& UP TO 25% (IN EMERGING MARKETS)
OF YOUTH’S DISPOSABLE
COUNTRY % SPEND
INCOME.
USA 10.4%
UK 13.5% CompeBBon is no
Brazil 17.9%
longer th e big categor y
India 20.2%
player s.
S/Africa 24.0%
In 2011, youth will buy more
smartphones as a result of EARNED
not BOUGHT media.
‘social media’
That means RecommendaBon not
AdverBsing

9. Engagement:
InteracFon
Involvement
InFmacy
Influence
3 needs youth have:
1.To feel safe and many wants…
2.To belong
3. To be significant
FIND
WHAT
YOUTH
LOVE

10. FIND
WHAT
YOUTH
THINK
FIND
WHAT
YOUTH
fear

11. FIND
WHAT
YOUTH
WANT.
Myspace Whose space??
Too nerdy.
Secondlife?

12. Three‐month globa l Alexa traffic rank : 120.
73% of visits mul B‐pa ge
#6 0 in the US,
12 % visitors from Eur ope
%14 : 13‐17
%33 : 18‐24
54% Male
46% Female
hlp://www.stumbleupon.com/
36 % Americans
29 % Europeans
browsed mobile web in December 2010
Access through an applicaFon:
34 % Americans
28 % Europeans.
Globally, mobile browsing/applicaBon usage
growing 7‐9%

13. Discover more.
Aim to inspire
passionate fans
rather than being ‘liked’ by a
large market share.

14. To find out what youth want, ask
them, observe them.
They will tell you. Honestly.
A qu esFon to always ask them ‐
and to yourself:
How can I be more
relevant?
Get youth involved
from the
earliest stages of the brand:

15. Concept
Design
Testing
Production
Packaging
Marketing
For youth, taking acFon on behalf of brands is a
Core Value.
They gain credibility and status in their
friends’ world by expressing opinions,
sharing ideas, observaFons and thoughts
about brands.

16. ‘AcBonab le insight generaBon ’
 Inte rns hips
 Ethnographic Research
 Wiki Based Pladorms
 Youth Advis ory Board
 Brand Ambas sadors
 Conte sts
 Company Invita4ons
 Facebook Fan Pages
Facilitate the dialogue with youth
Some quick facts:
60 % youth sleep with
their mobile phones
Given the choice between
spending their last $10 on topping
up the phone or on food, 80 %
youth would choose the phone.
Mobile youth own 2‐3
handsets, omen on separate
networks to maximize their
messaging and call usage
within limited resources.

17. 3 suggestions
OpBmize your web site so it
works on mobiles.
Data collecBon & analysis of the
youth mobile search market
IdenBfy
"super‐influencers" &"fans"
mo bileyouth .org
youth res ear chpar tners.com
mo bileyouth report.com
:mindthrust
joseph@c ipr ut .com
youthinsight.com