mobile marketing, josh dhaliwal, mobileyouth

mobileYouth Research

Josh Dhaliwal

Josh Dhaliwalwww.mobileYouth.org

Clients

We help you make better informed decisions

What do we do for our clients

Agenda

Spending

a. Introduction

b. Key Findings

c. What did we learn?

d. Questions

Spending

$110 million

$1.1 trillion

$11 millionHow much Youth

disposable income?

Intro Spending

Pie

$1 in every 10How much of that on mobile?

Youth now spend

13% of their

income on mobile

Intro Spending

Country

Intro Spending

Findings

Same?

More on music?

More on mobile?Youth spend

8x more on

mobile phones as they do on

music

How does youth mobile spending compare to other

spending – example MUSIC?

Key Findings

Younger

1. Younger

Mobile Youth aregetting Younger

Headline

Parents

Age 10: 100% of lifetime value

Age 33: 50% of lifetime value

Lifetime spend of average 10 year old: $28,000

Some facts about Greece

There are 3 million young consumers under the age of 29 (28%)The population is ageing

There are 250,000 children under the age of 10 with a mobile phone

$1.7 billion dollars spend on mobile in 2008

2. Parents

Pester Power works both ways

48% phone purchases for 15-19 by parents

Positives outweigh all negatives

Account for 80% of new subscriptions

98% phone purchases for under 14s is by

parents

3. What are they interested in?

Texting

81% of non-voice spend is messaging

Music continues to be a winner

No good news for photo messaging

Value Added Services drive down churn

5. Music continues to be a winner

In 2001 only 2% of music revenues were

spent on mobile

Youth spent $3.5 billion on mobile music in 2006

Mobile Music accounted for 22% of music spend in 2007

Music spend is not isolated

What are they doing at the same time?

The Casual The Casual coconsumernsumer The Dedicated consumerThe Dedicated consumer The Hardcore The Hardcore coconsumernsumer

Focus on the right consumer

Aged 18-25Less than 100 friendsMost friends are people they know in real life spend 1-5 hours interacting

Aged 15-35Less than 100-300 friendsLess real friends and more casual and spend 6-15 hours interacting

Aged Under 18More than 300 friendsFew real friends and more casual (celebrities)and their main interaction happens online

Being fun, cool or entertaining does not sell

Knowledge is only power when you can share it

What did we learn?

Youth have no interest in 3G

We want our opinions to be heard

2008 is a big year for lifestyle mobile

6 reasons why industries need mobileYouth

* Higher lifetime value than adult consumers

* Brand allegiance starts early

* Provide invaluable insight into how value added services can be best deployed

* Mobile Youth are keen brand advocates

* Industries that fail to connect with young consumers inevitably grow old

Josh Dhaliwal

Head of Client Services

josh@w2forum.com

+44(0) 207 386 3635