Voor de zesde keer op rij organiseert JIM het jaarlijkse jongerenonderzoek Youthlab. Josh Dhaliwal director van mobileYouth, UK gaf een keynote speech over de mythes rond jongeren en jongeren marketing.

1. Dispelling the
Myths Around
Youth and Youth
Marketing Josh Dhaliwal
mobileYouth

2. Tweet
#JIMYL2014

3. We are a team of digital anthropologists,
published authors & research analysts
covering 65 markets.
Established in 2001 we
are a research advisory
firm focused on the
youth mobile market.

4. We’ve helped 300+ clients across 80
countries better understand young
consumers through research and consulting.

5. Traditional v Modern
Research Methodologies
Source: mobileYouth 2014

6. 1. Myths and Realities
2. Social spaces
3. What can you practically do?

7. 5 Myths About
Youth

8. 1. Youth Are All The Same
2. Youth Have No Money
3. Youth Want You To Be Fun,
Exciting And Cool
4. Youth Are Always Online
5. Youth Want A Relationship
With Your Brand

9. Youth Grow Up Too Fast
These Days
REALLY?

10. What Is The
Reality?

11. There are 2 things
fundamentally important to
all young people which
makes them different.
1. The Need To Belong
2. The Need To Be Significant

12. People buy on
Emotion and
justify with Logic

14. Who here is a
Game of
Thrones fan?

15. Who here
speaks
Dothraki?

16. Why do some
people queue for
days outside
Apple stores?

17. % monthly spending by category for 14-
18 year olds
Mobile bill
Eating Out
Concerts
& events
Travel
Music &
movies
Others
Youth Spend Money On Social tools
And Activities
Teen monthly pocket money spending by category
(14-18 year olds)
Mobile is top teen
spending category
Finding
Belonging
Source: mobileYouth 2014

18. find unique items
different from others
put together an
original ensemble
find a bargain on
luxury brands
get retro style
clothes
get items for a
costume
Youth Spend Money To Express Their
Identity
Why do you shop at thrift stores? (14-18 year olds)
% teens who shop at thrift stores
Finding
Significance
Source: mobileYouth 2014

19. As Consumers only
10% of Youth are
Influencers, they are
your FANS.

20. Globally, youth
control $1.1 trillion in
disposable income.

21. Youth prefer face to face
interaction above all else
Preferred method of communicating with friends and family
(14-21 year olds)
Source: mobileYouth 2014

22. To plan a
meetup
To share
my
location
To see if
they are
free
To share
informatio
n
To say hi
Top 5 situations when teens use SMS/mobile IM
(15-17 year olds)
Offline meetups
is the top
reason to
message peers
% 15-17 year olds who own a
smartphone
Youth use technology to
facilitate offline behavior
Source: mobileYouth 2014

24. 3 levels of youth social
universe
Discrete
Network
Interest
Econom
y
Open
Network
Who do you trust the most? (14-18
year olds)
Close
friends
Family
members
Facebook
updates
Expert blog
reviews
Online
reviews
TV and
Print Ads
% who trusted ‘strongly’ or
‘very strongly’
Discrete
Network
Interest
Economy
Open
Network
Most trusted friends are in
Discrete Networks
Source: mobileYouth 2014

25. Peers influence youth
purchase decisions
% 18-29 year olds who bought a smartphone
in last 3 months
Passive
Recommendation
Active
Recommendation
Other
Media
I saw a friend
use the phone
I saw a friend play
games on it
A friend told me
about it
I saw an ad
on TV
My parents
decided for me
What made you choose the handset brand you bought?
(18-29 year olds)
Passive influence drives
purchase decision
Source: mobileYouth 2014

26. Social Spaces are
where young
people connect.

27. Young people
don’t want a
relationship with
you.

28. HANG
OUT

29. SHARE
EXPERIENCES

30. BE PART OF THE
STORY

31. PLAY

32. ASPIRE

33. LEARN

34. BELIEVE

35. CONNECT

36. Successful brands
understand that their
products exist to help make
it EASIER or do BETTER
all the things young people
want to do.

37. What does the present
generation of young people
want to be when they grow
up?
Pop star
Actor
Sports star

38. Teacher
Banker
Doctor
1980s
= RESPECT

39. The 3 Stage Process To
Developing Your
Marketing Strategy
1. Identify Your Fans
2. Discover What They Want
3. Help Them Get What They Want

40. Questions?
joshdhaliwal@gmail.com