mobile marketing, josh dhaliwal, mobileyouth
DESCRIPTION
Presented at EDEE event "The Digital Challenge", January 23rd 2008, Athens GreeceTRANSCRIPT
mobileYouth Research
Josh Dhaliwal
Josh Dhaliwalwww.mobileYouth.org
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
