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JIM Youthlab 2014 | Josh Dhaliwal, MobileYouth

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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.

Veröffentlicht in: Marketing, Seele & Geist, Business
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JIM Youthlab 2014 | Josh Dhaliwal, MobileYouth

  1. 1. Dispelling the Myths Around Youth and Youth Marketing Josh Dhaliwal mobileYouth
  2. 2. Tweet #JIMYL2014
  3. 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. 4. We’ve helped 300+ clients across 80 countries better understand young consumers through research and consulting.
  5. 5. Traditional v Modern Research Methodologies Source: mobileYouth 2014
  6. 6. 1. Myths and Realities 2. Social spaces 3. What can you practically do?
  7. 7. 5 Myths About Youth
  8. 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. 9. Youth Grow Up Too Fast These Days REALLY?
  10. 10. What Is The Reality?
  11. 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. 12. People buy on Emotion and justify with Logic
  13. 13. Who here is a Game of Thrones fan?
  14. 14. Who here speaks Dothraki?
  15. 15. Why do some people queue for days outside Apple stores?
  16. 16. % 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
  17. 17. 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
  18. 18. As Consumers only 10% of Youth are Influencers, they are your FANS.
  19. 19. Globally, youth control $1.1 trillion in disposable income.
  20. 20. Youth prefer face to face interaction above all else Preferred method of communicating with friends and family (14-21 year olds) Source: mobileYouth 2014
  21. 21. 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
  22. 22. 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
  23. 23. 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
  24. 24. Social Spaces are where young people connect.
  25. 25. Young people don’t want a relationship with you.
  26. 26. HANG OUT
  27. 27. SHARE EXPERIENCES
  28. 28. BE PART OF THE STORY
  29. 29. PLAY
  30. 30. ASPIRE
  31. 31. LEARN
  32. 32. BELIEVE
  33. 33. CONNECT
  34. 34. Successful brands understand that their products exist to help make it EASIER or do BETTER all the things young people want to do.
  35. 35. What does the present generation of young people want to be when they grow up? Pop star Actor Sports star
  36. 36. Teacher Banker Doctor 1980s = RESPECT
  37. 37. 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
  38. 38. Questions? joshdhaliwal@gmail.com

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