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Home > Market Research > Mobile Strategies > MobileYouth 2010 (Mobile Youth)
What is mobileYouth?
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”
From Apple to Zain
We’ve been covering nearly 60 countries now since the project’s inception and it continues to grow, bringing on board new and exciting clients who we have the privilege of working with and learning from for the first time - from McDonald’s to Adidas to Apple to the European Commission. It doesn’t really get much better than that in terms of scope and scale for consumer insight.
Whereas we have spent the last few years developing the theory for mobile youth and underlying behaviour in 2010 we're focussing on how mobile operators can take all the knowledge we have gained and put it all into practise in the form of a 5 Step Approach we have developed for mobile operators and their marketing to engage youth.
Other topics that would be of interest that we're focussing on in the 2010 report are:
* The 6 common mistakes companies make in marketing to youth, and how do you correct them?
* The 5 step plan to ensure your marketing engages with young consumers
* What are the key drivers behind youth consumer behaviour and challenges in communicating with youth?
* What media mix should you be using to target youth?
* Youth ownership data and spending data for 63 countries
Some of our clients
3. Adidas. Adobe. AKQA. AOL. Avea. BBC. BBDO. BBH. Belgacom. Blackberry. BSkyB. BT. Carat. Channel 4. Comverse. Dell. Disney Mobile. EA. EMI Music. Ericsson. Hasbro. Hutchison Whampoa. Intel. Isobar. ITV. KPN. Kyocera. Leo Burnett. LG. Mediacom. Mobilink. Microsoft. Motorola. MTN. MTV. NEC. Nokia. Telefonica O2. Orange. Plantronics. Proctor & Gamble. Publicis. Rogers Wireless. RTL. Samsung. SaskTel. Sony Electronics. Sony PlayStation. Sprint Nextel. Sun Microsystems. Telenor. TeliaSonera. TIM. TIM Hellas. T-Mobile. Turkcell. Verizon Wireless. Virgin Mobile. Vodafone. Walt Disney Internet Group. Walt Disney Television. WPP. WIND. Zain
Who should read this report?
* Business managers developing a value proposition or marketing plan to create internal change or focus internal resources on youth related projects
* Product managers tasked with driving uptake with young consumers
* Segment managers who want to understand the steps necessary to maximize customer value
* Strategists developing execution roadmap for youth related business units
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.
mobileYouth Methodology
The annual mobileYouth reports are a combination of quantitative and qualitative research.
mobileYouth provides in-depth analysis of issues facing companies engaging with young consumers worldwide. Each report covers a single strategic subject area--subjects deemed worthy of detailed analysis by our clients, major industry players who use our studies in their strategic planning.
Each report sets up the issues and market conditions, describes the players, cites the market factors, and projects marketplace trends. Written clearly and concisely, each report makes full use of charts and graphs to present market data and projections. It is important for us that our information is as reusable as possible and where required charts, tables and graphs are presented in a format which can be easily extracted and re-used in presentations and reports.
First launched in 2001, mobileYouth is an ongoing study of the behavioural and consumption trends of young people worldwide hence there is no project start or end date – all research work is ongoing and we are increasing the use of video interviews so that our clients can hear directly from what young people are telling them.
Our research approach is the same for each study, a typical report begins with a scan of our internal databases and secondary sources--the fastest way for an analyst to review current market conditions. Next, analysts conduct primary interviews in the marketplace to cross-check secondary sources and gather additional data for a preliminary market assessment.
We then compile the baseline information and use it to build a tentative market model. We size the market, determine upside/downside market potential, and look for factors that could alter future market conditions. At this stage, we often feed discrete findings back to knowledgeable industry players to test assumptions.
We then test the markets assumptions against what young consumers are telling us in our qualitative research. Each year we interview thousands of young people and in some cases their parents across 20 countries including UK, USA, Germany, Japan, China, India, Singapore, South Africa etc. In 2008 we added Ukraine, Philippines, Bangladesh, Pakistan, Brazil and Malaysia due to meet client needs.
Finally, the findings go through an internal review, where senior staff members probe and challenge assumptions. Only upon a satisfactory conclusion of this review is the study deemed ready for our thorough editorial process and final publication.
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Table of Contents
1. 2010 mobileYouth Engagement Path
A five step marketing plan for mobile companies to engage youth
Introduction: 6 Key mistakes made by mobile companies when targeting youth with resolutions & examples
* Focusing on cheap & free
* Divesting creative responsibility to the agency
* Prioritizing product and technology
* Selling airtime
* Relying on mobile to communicate with youth
* Buying attention and trust
Step 1) Establishing relevant metrics
* Navigating the move from product to service
* emerging vs developed markets
* trust vs advocacy
* how to measure, visualize and communicate youth metrics internally
Step 2) Identifying your market segments and beachheads
* Segment management
* Identifying your core advocates
* The role of consumer insights in driving marketing
* teens vs young adults
* rural vs urban customers
* emerging vs developed markets
* ethnics
* students
Step 3) Developing value proposition and communication strategy
* Key success factors in service offering & price
* Control
* Clarity & Transparency
* Language
* Example pricing strategies & how to communicate them to youth
* Key requirements for your value proposition
Step 4) Creating permission assets
* Dialogue
* The role of retail
* Sponsorship vs creation
* Incorporating youth in product development
* Assimilating Consumer Insights into permission assets
Step 5) Partnering with youth in the co-creation of product and message
* Business benefits of co-creation
* Issues of control
* Co-creation in marketing and product development
* Co-creation and consumer insights
Key Organizational Challenges
* Supporting the intrapreneurs and agents of change
* Challenges in invoking organizational change
* Negotiating the internal competition for resources
Creating the growth story around youth as a core driver for long term profitability
* Developing the business case for youth
* Emergents
* Mobile Data
* Expanding ARPU through channel sales
* Service opportunities
* Product portfolio optimization
2. 2010 Young Consumer Insights
What are the key drivers behind youth consumer behaviour and challenges in communicating with youth?
1. Exposing traditional marketing techniques
* Challenges in evolving to modern marketing
* Content vs Context
* Moving from Media Facing to Consumer Facing
2. Implications of the Modern Attention Economy and Youth Marketing
* Gating and its impact on marketing spend
* Discovering the moment of aperture
* Measuring relevance
3. Creating relevance
* Campaigns vs Legacies
* The changing role of storytelling
* Building permission assets
* The role of marketing externalities
* Models for Partnership Marketing
* Paid vs Earned Media
4. Developing beachheads
* Profiling Passionistas
* Economic comparison of passionistas and mass-market
* The 90-10 rule in marketing
* How to develop a beachhead
5. Brand Pyramids
* Measuring your market through brand pyramids
3. 2010 Youth Media Trends
How is the youth media mix changing?
1. Generational Myths about Youth
* The connected generation
* Technology addiction
* The culture of immediacy
2. Profiling the role of media in youth life for peer communication, staying informed and word-of-mouth
* TV
* Texting
* Twitter
* MSN & BBM
* Social Media: Facebook, Myspace, Friendster etc
3. The 3 Key Youth Media Trends 2010
* Campfiring
* Baselining
* Sideloading
4. Advertising in the attention economy
* Youth attention and advertising effectiveness
For full details, please email keithw@cmsinfo.com
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