jim youthlab 2014 | josh dhaliwal, mobileyouth
DESCRIPTION
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.TRANSCRIPT
Dispelling the Myths Around Youth and Youth Marketing
Josh Dhaliwal
mobileYouth
Tweet#JIMYL2014
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.
We’ve helped 300+ clients across 80 countries better understand young consumers through research and consulting.
Traditional v Modern Research Methodologies
Source: mobileYouth 2014
1. Myths and Realities2. Social spaces3. What can you practically do?
5 Myths About Youth
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
Youth Grow Up Too Fast These Days
REALLY?
What Is The Reality?
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
People buy on Emotion and justify with Logic
Who here is a Game of Thrones fan?
Who here speaks Dothraki?
Why do some people queue for days outside Apple stores?
% 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
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
As Consumers only 10% of Youth are Influencers, they are your FANS.
Globally, youth control $1.1 trillion in disposable income.
Youth prefer face to face interaction above all else
Preferred method of communicating with friends and family (14-21 year olds)
Source: mobileYouth 2014
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
3 levels of youth social universe
Discrete Network
Interest Economy
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
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
Social Spaces are where young people connect.
Young people don’t want a relationship with you.
HANG OUT
SHARE EXPERIENCES
BE PART OF THE STORY
PLAY
ASPIRE
LEARN
BELIEVE
CONNECT
Successful brands understand that their products exist to help make it EASIER or do BETTER all the things young people want to do.
What does the present generation of young people want to be when they grow up?
Pop star
Actor
Sports star
Teacher
Banker
Doctor
1980s
= RESPECT
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
