generation o (optimizers)
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flickr(c) Andrew Stawarz
Generation O
mobileYouth Report 2012module 01
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Vodafone needs to move a customer model
based on revenue to a model based on value
The key changes in value in mobile in the last 10years have been driven by youth; ringtones, SMS(discovered by youth), Facebook (created by a19 yr old), iPhone (students were the keybeachhead for the Apple brand). Youth are alsoat the forefront of the next wave of change
(e.g. video, group messaging, photo sharing).The real value to Vodafone has been in theirapplication to the adult market (operators havemade $1 trillion from SMS in the last 10 years).Improvements to the bottom-line will comefrom innovation and innovation is driven byyouth. Vodafones business case for focusing onyouth should be based on the substantial long-term benefits accrued to high-end users fromyouth innovation.
Youth dont love Vodafone, they love whatVodafone does for them. Youths key drive issocial - they use Vodafone to connect withfriends and meet offline not to engage the
Vodafone brand in dialogue. Value models based
on retention cant be built on loyalty to theVodafone brand or clever advertising but beingable to deliver services that fulfil these basicsocial needs.
The next big thing for youth to fulfil thesebasic social needs is already out there today butit exists off the radar of traditional research.
The mobile industry has tried to sell groupmessaging, photo sharing and video chat overthe last decade with limited success. Youngpeople today, however, are making theseservices work without need for education,without marketing and on their own terms. Thedistributed nature of these trends makes themdifficult to identify. Vodafone needs to identifythe young change agents driving forward theseservices and this starts with going beyond simpledemographic segmentation; develop lifestylebased profiling of customers and identify activeadvocates of new technology.
Vodafone: What Matters Now?
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(1) Generation O are the optimizersTheir key motivations are social. Theirend goal is offline social interaction andthe means to achieve this end areproducts and technologies. Mobile is akey Social Tool to enable offlineinteraction for youth.
(2) Youth behavior is socialYouth behavior is more a function oftheir social environment thaneconomical and political times. Behavioris shaped by access to social resourcesrather than beliefs. The behavioraldrivers of youth have stayed the sameacross the ages. While they appeardifferent and use different Social Tools,youth today are similar to youthyesterday and the adults of tomorrowwill be similar to the adults of today.
The mobile tools will change but theunderlying needs stay the same; youthwill only adopt future tools that bettermeet these needs.
(3) 3 key Change AgentsWhat Change Agents say about a productsupersedes the official brand story; theyare best positioned to determine whichmobile products better meet the needsof youth. Innovation and marketing needto incorporate these change agents intothe model.
flickr(c) Andrew Stawarz
Generation O: Executive Summary
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(1) Youth are addicted to technologyYouth arent addicted. They, like therest of us, are dependent on Tools toachieve Social ends. Youth place a highpremium on owning these Tools,because maintaining a social lifewithout them is challenging. Youth dont
buy technology, they buy whattechnology does for them.
(2) Gen Y: theconnected generationThis generation is as connected as thelast; gains in technology are simply
counterbalances to social losses. Forexample, youth today generally haveless bandwidth to explore offlineoutside of parental control. Technologyreclaims this lost connectivity to evenrather than increase the aggregatescore.
(3) The key to communicating withyouth is to go mobileMobile is an important Social Tool foryouth but view it as a means rather thanthe end. Mobile content, marketing ortechnologies are not relevant by virtueof being mobile. The end goal for all
youth is offline social interaction.Mobile is a tool to facilitate this.
(4) Youth want fun, cool andpersonalizationYouth want Social Currency. Fun,
Cool and Personalization may belogical traits of that but not theemotional goal itself. Youth seek outSocial Tools that help them belong andbe significant.
4 Key Myths about Youth and Mobile
6
http://www.mobileyouthreport.com/4-key-myths-about-youth-and-mobile/http://www.mobileyouthreport.com/4-key-myths-about-youth-and-mobile/http://www.mobileyouthreport.com/4-key-myths-about-youth-and-mobile/http://www.mobileyouth.org/social-currency/http://www.mobileyouth.org/social-currency/http://www.mobileyouth.org/social-tools/http://www.mobileyouth.org/social-tools/ -
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Youths fundamental drive is Social
Youre either connectingor interrupting them
Social Drivers
flickr (c) Helga Weber
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Generation O Unplugged
flickr (c) Helga Weber
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People use smartphones mostly in open publicrather than discrete private spaces.
source WakefieldResearch /
Coursesmart
Can you go 10 minutes without checking?
38%... of college studentssaid they couldnt
survive 10 minuteswithout checking their
notebook, tablet ormobile phone for
updates
Alcohol
Caffeine
Sex
Toothbrush
Shoes
0 20 40 60 80
Young Adult Mobile Usage is mostinterchangeable with other Social Tools - i.e.objects that faciliate social interaction (e.g.alcohol, caffeine and sex) rather than hygieneand function (e.g. toothbrush, shoes)
source Telenav (young adults)
What would you sacrifice to keep mobile?
One student reported, I still felt like my phonewas vibrating and I was receiving messages eventhough I didnt have it on me. While its easyto view this as addiction the reality isdifferent; youth rely on these Social Tools askey composites of their daily routine andbehavior. Compare it to language: we aredependant on it to function socially but notaddicted.
source Univ ofMaryland
Can you survive 24 hours without mobile?
50%... of college students
failed to complete theUniversity of Maryland
challenge to live 24hours without a mobile
phone
Social Drivers: Key Data
flickr (c) Helga Weber
10
http://www.mobileyouthreport.com/social-drivers-key-data/http://www.mobileyouthreport.com/social-drivers-key-data/http://www.mobileyouth.org/social-tools/http://www.mobileyouth.org/social-tools/ -
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The medium is no longerthe message.Generation Otranscends traditionallongitudinal definitionsof youth (e.g. Gen X orMillennials).
Longitudinal definitionsfocus on change inmedium (e.g. MTV vsYoutube) resulting inmedia-bound solutions
(e.g. how do Iadvertise onFacebook?) and chasingtrends.
Gen O focuses on thefundamental socialdrivers which remainconstant despite theevolution of technology;tools change but thesocial motives remain
the same.
The underlying motiveof Gen O is socialinteraction; youth usetechnology not for
technologys sake but tofacilitate this socialinteraction.
Technologys popularity lies inits ability to facilitatemeetups, stay in touch and
organize their social lives.Technology is a means toachieve this end, not the enditself.
Gen O:Social Interaction is #1 goal
flickr c Hel a Weber
11
http://www.mobileyouthreport.com/social-drivers-key-data/http://www.mobileyouthreport.com/social-drivers-key-data/http://www.mobileyouth.org/social-tools/http://www.mobileyouth.org/social-tools/ -
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Social Drivers: Gen O vs Adults
Gen O Adults
Relationship withmobile phone
Critical Social Tool.Without phone, socialfunction diminishes
rapidly.
Important Social Toolbut adults haveresources and
experience outsidemobile to maintain
network
Nature of socialrelationships
Extensive, complexsocial relationships.Fluid and transient
nature of circles meansmore important to findSocial Tools to maintain
them.
Stable, limited socialrelationships. Littlechange means lessemphasis placed on
technology to maintainnetwork.
Social goalsMake new relationships
and deepen existingnetworks.
Preserve existingnetworks.
flickr c Hel a Weber
Mobile is fundamentally aSocial Tool for Gen O sounderstand its appeal in thiscontext, not through the lensof technology. Theirrelationship with mobile is aproduct of their world - i.e.a large number of transientsocial ties
12
http://www.mobileyouth.org/generation-o/http://www.mobileyouth.org/generation-o/http://www.mobileyouth.org/social-tools/http://www.mobileyouth.org/social-tools/http://www.mobileyouthreport.com/generation-o-social-interaction-is-1-goal/http://www.mobileyouthreport.com/generation-o-social-interaction-is-1-goal/ -
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flickr(c) flydime
Youth dont buy stuff
They buy what stuff doesforthem
SocialCurrency
13
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Contentis what
you make - thebrand, the productand thetechnology.
Social Currencyissocial benefit - themeasure of the
Contents abilityto createbelonging orsignificance forthe user.
Contextis thestory told thatmakes sense ofSocial Currencyand makes theContent relevantto their lives.
Youth dont buy
technology, theybuy whattechnology doesfor them.
The what itdoes is its SocialCurrency -
the ability toprovidesignificance andbelonging.
Mobile Appeal3 critical aspectsof the youth
mobilerelationship:1. Content2. Social Currency3. Context
Context
Social Currency(the benefit)
(the story)
ProductDevt
Innovation
Marketing
CustomersChange
AgentsCom
pany
brands traditionally outsourcethis part to creative agencies
this is where brands needto focus their energies
today- the bridge between
productand market
Content(what you
make)
3 Critical Aspects of the Youth:Mobile Relationship
The Gen O:Mobile relationship
14
http://www.mobileyouth.org/social-currency/http://www.mobileyouth.org/social-currency/http://www.mobileyouth.org/content-to-context/http://www.mobileyouthreport.com/the-generation-o-mobile-relationship/http://www.mobileyouthreport.com/the-generation-o-mobile-relationship/http://www.mobileyouth.org/content-to-context/http://www.mobileyouth.org/content-to-context/http://www.mobileyouth.org/social-currency/http://www.mobileyouth.org/social-currency/http://www.mobileyouth.org/social-currency/http://www.mobileyouth.org/social-currency/ -
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Mobile Youth: Then and Now
2000-2009 2010-2019
Social Currency
Defined by the mobilebrand and the agencyin the advertising and
marketing story.
Defined by ChangeAgents hacking or
innovating the productto create a better
Social Tool
Discovery andEducation Process
Youth trusted media toeducate them on theproduct benefits and
usage
Youth trust each othermore; Change Agentsdiscover benefits andeducate market on
how to use
Marketing FocusThe Medium; hire thebest agency and createadvertising that wins
awards
The Change Agents;
develop a deepunderstanding of theirsocial needs and
partner with them inyour marketing
flickr(c) flydime
The key difference between2009 and 2012 is the growingimportance of Change Agents.Mobile success and failure
will become a function ofbrand success and failure inpartnering with these youthsegments
15
http://www.mobileyouth.org/change-agents/http://www.mobileyouth.org/change-agents/http://www.mobileyouthreport.com/mobile-youth-then-and-now/http://www.mobileyouthreport.com/mobile-youth-then-and-now/ -
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flickr(c) Eva Blue
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flickr(c) lululemon athletica
All meaning is created in the offline worldMobile is a means to reach this end
Face to Face
17
http://www.mobileyouthreport.com/face-to-face-communication/http://www.mobileyouthreport.com/face-to-face-communication/http://www.mobileyouthreport.com/face-to-face-communication/ -
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flickr(c) lululemon athletica
Work / SchoolOutdoor ActivityBar/Club
BathroomFamily Table
RestaurantOn Date
Movie TheatreChurch
0 30 60 90
source Pew
People use smartphones mostly in open publicrather than discrete private spaces.
Youth place a higher premium on face-to-facecommunication than adults. Lack of experiencecombined with more transient socialrelationships means youth need more intimatesocial contact to be gauge trust.
source tatango
Where do you use your Smartphone?
18-24
25-29
30+
0 22.5 45 67.5 90
How do you gather information pre-purchase?Face to Face
Friends Family In-Store Media Online
source mobileYouth based on Harris Poll
%
%
33% of 18-24 yr olds gathered productinformation face-to-face with friends or family.Compared to older peers, 18-24 yr olds aremore reliant on face-to-face recommendation.
Source Retail Advand Marketing Assoc
Which media influences you the most?
41%... of youth said face-to-face was the biggest
influence on theirpurchase decision,
ranking ahead oftraditional media and
internet
Face to Face: Key Data
18
http://www.mobileyouthreport.com/face-to-face-communicaiton-key-data/http://www.mobileyouthreport.com/face-to-face-communicaiton-key-data/http://www.mobileyouth.org/open-vs-discrete-networks/http://www.mobileyouth.org/open-vs-discrete-networks/ -
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Youth social meaning is
rooted in the realworld. Without offlineinteraction, marketingand technology havelittle meaning. Whatyoung people value
most is friendship andfriendship can rarelyexist online.Relationshipsdeteriorate with lack
of face to facecontact.
Youth have an inherentunderstanding thatface-to-face is crucialin maintaining socialnetwork and valueSocial Tools thatfacilitate their offlineworld.
Face to FaceTextingSocial Networking
OnlineMobile Call
TVLandline
0 10 20 30 40 50
source Pew
49% of 15-25 yearolds said Face-to-Face was theirpreferred mode ofcommunicating withfriends. Only 15%cited Texting.
I will text my friends when I buy somethingnew or get back from shopping to come overand check out the stuff. We go through theclothes and jewelry. I text pictures to someof them who cant come. But when they are
here and they bring what they have boughtwe can try each others outfits.Gabrielle 14, USA
Mobile: Tool to create Offline interaction
flickr(c) lululemon athletica
Which medium is most important for communication?
19
http://www.mobileyouthreport.com/mobile-tool-to-create-offline-interaction/http://www.mobileyouthreport.com/mobile-tool-to-create-offline-interaction/http://www.mobileyouth.org/social-tools/http://www.mobileyouth.org/social-tools/http://www.mobileyouth.org/content-to-context/http://www.mobileyouth.org/content-to-context/ -
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Gen O: Myths vs Reality
Myths Reality
Media UseSpend a lot of timeindoors and using
media, often alone.
Spend more timeoutdoors interacting
with friends thanadults do. Media use is
often highly social.
Relationship withTechnology
Youth are addicted totechnology. Consumed
by whimsicaltechnology fashions
and trends.
Youth are dependent
on their social lives.Communication is more
passive than activewhich may appear
whimsical to adults.
Key Drivers
Hungry for new gadgetsand technology. Drivenby fun, cool and
personalization. Livetheir lives online.
Hungry for SocialCurrency. Driven by theneed to belong and besignificant. Live theirlives offline. Onlinehelps organize their
offline life.
flickr(c) lululemon athletica
Be wary of generationalstereotypes that are aproduct of specific periodsin history (e.g. Gen X,Y,Z,millennials). In reality, youth
remain consistent acrosstime and geography. Whatchanges is the tools theyuse not the reasons why.
20
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The mobile phone isone device butmultiple tools.Youth adopt a wideset of messagingdevices on the phone
rather than settle fora unified application.
flickr(c) lululemon athletica
Facebook: monitor &creep existingfriendships
Skype: family &distant friends
ooVoo: hangouts, socialspaces to bypass parents
SMS: default to organizeoffline meetups
BBM: gossip, controlledconversation, closefriends
Voice call:parents
Twitter: followcelebrities
active
passive
group
individual
tools favored by adultsbecause they are more
purposive and direct
tools favored by youthbecause they are discrete
and group based
What communication apps do youth use on the phone?
Gen O: 1 Mobile, 7 Social Tools
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flickr(c) Arnoooo
Give adults a mobile phone and theylluse it to make calls or read the manual
Give Gen O a mobile phone and theyll
start hacking it to find ways to connect better
Generation O vs Adults
22
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flickr(c) ArnooooYouth place a higher premium on Social Tools
because they have a greater ongoing needfor them.
0
1000
2000
3000
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flickr(c) Arnoooo
Youth Adult
Free Time vs Money
Free Time Money
Youth Adult
Social Tools vs Social Circles
Social Circles Social Tools
Youth vs AdultsSocial Supply & Demand
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Optimization Tech: Adults vs Gen O
Adults Gen O
Attitude towards tech
Look for finishedproducts. They have
little time to wasteon inconsistency.
Favor products thatcan be Optimized asOptimization offers
social benefit.
Relationship withTechnology
Would rather buy tried
and tested productsoff-the-shelf. They arewilling to pay for anOptimized finished
offering.
Gen O willing to invest
time and effort overmoney in learning and
Optimization. Willshare results with
peers.
Role of Optimization inSocial dynamics
Optimization notvalued. Optimization
confined to nichesocial groups who areoften marginalized
(e.g. geeks, Applefanboys, car mods)
Optimization highly
valued. Optimizationoffers socialsignificance and
belonging.
flickr(c) Arnoooo
Understanding how and whyGen O interacts with mobiledoesnt just give us a betteridea of marketing but also
valuable pointers how toposition these products forthe wider adult market.
25
http://www.mobileyouth.org/social-currency/http://www.mobileyouth.org/social-currency/http://www.mobileyouth.org/social-currency/http://www.mobileyouth.org/social-currency/http://www.mobileyouth.org/social-currency/http://www.mobileyouth.org/social-currency/http://www.mobileyouth.org/generation-o/http://www.mobileyouth.org/generation-o/http://www.mobileyouth.org/optimization/http://www.mobileyouth.org/optimization/http://livepage.apple.com/http://livepage.apple.com/ -
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flickr (c) luc legay
3 Types of Youth Changing Mobile Today
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flickr(c) Libertinusflickr(c)
fotologic
flickr(c)
followt
heinstru
ctions
mobileYouth identified 3 consistentyouth behvioral groupings across 65markets. Each group is led by ChangeAgents who are instrumental in both theinnovation andmarketing of mobile
technologies. Change Agents are bothhighly influential and difficult to reachvia traditional marketing channels.Brands need to develop a deeperunderstanding of these gatekeepers.
Disruptive Diva 22 Female
Cashless Innovator
19 Male
Teenage Pirate15 Male
Who are the Change Agents?
27
http://www.mobileyouth.org/positive-deviance/http://www.mobileyouth.org/earned-media/http://www.mobileyouthreport.com/who-are-the-change-agents/http://www.mobileyouthreport.com/who-are-the-change-agents/http://www.mobileyouthreport.com/who-are-the-change-agents/http://www.mobileyouth.org/fans/http://www.mobileyouth.org/fans/http://www.mobileyouth.org/earned-media/http://www.mobileyouth.org/earned-media/http://www.mobileyouth.org/positive-deviance/http://www.mobileyouth.org/positive-deviance/http://www.mobileyouth.org/change-agents/http://www.mobileyouth.org/change-agents/http://www.mobileyouth.org/change-agents/http://www.mobileyouth.org/change-agents/ -
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3 Change Agents: Comparison
Teenage Pirates(15-17)
Cashless Innovators(18-22)
Disruptive Divas(20+)
Social Currency Skill based Knowledge based Experience based
Social ToolsInherit hand-me-
downs from parentsand siblings
Discover and refurbishtools rejected by
previous generations
Buy into the Tools ofthe establishment,symbols of arrival
Optimization Behavior Hack inherited SocialTools. Explore thesoftware level.
Revive and refurbishold tools, bring themup to date.
Hijack establishmenttools, stamp theirown character
Social SpacesLarge, inclusive.
Barriers to parents.
Niche, knowledgebarriers to entrybased on passions
Small, tight, innercircles. Routine
activities.
flickr(c)
Libertinus
flickr(c)fotologic
flickr(c)
followtheinstruc
tions
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The 3 Change Agents arebridge between theindustry and the market.They optimize theproduct and discover itsSocial Currency. Theyalso form key lines of
influence in marketingthe product.
Without Change Agentsoptimizing it, yourproduct is a commoditylost in a wall of noise.
Without Change Agentsoptimizing, products are
reduced to price-basedcompetition.
!!
#$%&' (%$)*+#*%,--*%'
./01234*$5Change Agents
Rest of Market
0 18 36 54 72 90
source mobileYouth based on Weber Shandwick data
% of Youth who influence their peers
Change Agents: Bridge to the Market
flickr (c) luc legay
29
http://www.mobileyouthreport.com/change-agents-bridge-to-the-market/http://www.mobileyouthreport.com/change-agents-bridge-to-the-market/http://www.mobileyouth.org/earned-media/http://www.mobileyouth.org/earned-media/http://www.mobileyouth.org/fans/http://www.mobileyouth.org/fans/http://www.mobileyouth.org/fans/http://www.mobileyouth.org/fans/http://www.mobileyouth.org/social-currency/http://www.mobileyouth.org/social-currency/http://www.mobileyouth.org/optimization/http://www.mobileyouth.org/optimization/http://www.mobileyouth.org/change-agents/http://www.mobileyouth.org/change-agents/ -
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flickr(c) followtheinstructions
1. Teenage Pirates
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How do they Hack tech?
Rooting & JailbreakingTeens expose weakness in Appleand Android source code andsuggest improvements. Hacksoften preempt official patches.Hackers often release their ownupdates.
Weibo Hacking
Chinese teens dont havewidespread access to onlinedating services. Teen PositiveDeviance behavior turned Weibo,originally pitched at teens toidentify missing persons, into apopular ad-hoc dating service.The relationship doesnt developonline, its a tool to facilitate the
hookup. The end-goal for teens isoffline meeting; teens will reviewprofiles but not comment on orpost to them.
Video Chat (ooVoo / Tinychat)
Teens hack video chat tobypass parental restrictionson their social life. Video chathelps teens reclaim hangoutbehaviors and define theirown Social Space outside ofparental control
flickr(c) followtheinstructions
Teenage Pirates: Innovation
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Social Currency forTeenage Pirates is skillrather than statusbased; mastery ofhacking technology.
Hacking is Positive
Deviance - improvingand changing theContent at the technicallevel (e.g. Androidrooting, Jailbreaking orturning Weibo into a
dating service) ratherthan vandalism.The hackability of aSocial Tool is key toappeal for Teenage
Pirates as results areshared with peers.
Teenage Pirates SocialTools are often inheritedfrom parents or oldersiblings. Lack of income
and excess time meansthey have the ability toexplore and optimizeproducts.
Teenage Pirates: Social Currency
flickr(c) followtheinstructions
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Teenage Pirates: Inherited Tools
!" $%&' % ()*+ (%,- ./01'2 ).
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Madhu 17F, India
Lack of income andability to purchasecontract handsets meansmost teen handsets arehand-me-downs fromsiblings and family.
Inheriting the Toolsmeans teens are moreopen to hacking them;handsets are often outof warranty or old.
Whereas the last 2 yearsteens were inheritingBlackberry and featurephones, in 2011 and2012, the trend has
shifted to smartphoneslike iPhone 2&3.
Expect a significant risein teen smartphoneownership 2012.
0
50
100
2010 2011 2012 2013
Region 1 Region 2
How teen smartphoneownership will track adults
teen ownership ratestypically track adults by the
length of smartphonecontract (e. . 2 years)
flickr(c) followtheinstructions
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Teenage Pirates actively
explore new ideas andshare their discoverywith peers andstrangers. This behavioris best depicted inteenage haul videos on
YouTube.
Blair, known asJuicyStar07 on YouTube,regularly shares hershopping discoveries onYouTube and explain toher viewers how she
plans on puttingtogether an outfit withher purchases.
Her desire to createhaul videos stems fromher eagerness to shareher skills as an amateurstylist. It is not just herfriends watching thevideo. On average hervideos get more than300,000 views.
I dont create and post these videos to show off or get something out of them. Itsnot that I shop a lot either. It's more like, I'm 16, I work two jobs, and this is what I'vesaved my money up for, and I'm excited to share it with you guys.
Blair 16F, USA
Teenage Pirates: Sharing the How-to
flickr(c) followtheinstructions
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TinyChat ooVoo
!>7 (%2'.+* %2' &'27 *+2,5+ %.- -) .)+ 4'+ 0' A)
)/+ 8,+$
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Teenage Pirates: Video Chat & Hangouts
Teens Adults
Rationale for VideoChat
Hangout, PassiveCommunication
Purposive,Active
Structure of Sessions
Multiple participants,parallel conversations.each engaged in their
own conversation
Serial, unifiedconversation involving
all participants
Time and Engagement
Not unusual to spend5-6 hours per day for
heaviest users. Serviceon constantly in
background as theyengage in other
activities
Similar to voice call;make the call, talk,end. Short sessions.
Preparation
Set rituals before calls- adjusting personal
look, clothes, lightingin room
Minimal ritual, treatedsimilarly to voice call
flickr(c) followtheinstructions
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!" $%&' % ()*+ (%,- ./01'2 ).
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(4%. +$%. ,:$).'; " .''- % (2' (%,-
5%2-* %.- /*' +$'0 -'('.-,.A ).
8$,5$ ).' $%* /.4,0,+'- .%B).8,-'=>=;C
Madhu 17F, India
Tariff wars among
operators are common inthe emerging markets ofIndia and Indonesia.
Teenage Pirates haveresponded to tariff wars
by subscribing to morethan one mobile numberand owning differenthandsets. The trend,known as dual handsetownership, falsely droveup acquisition rates in
the short term beforedriving up churn rates inthe long term asteenagers kept switching
to the service with the
lowest tariff. Thebiggest advantage ofowning multipleaccounts is enjoyingdiscounts whenavailable.
Rather than displayloyalty to the cheapestprovider, teens willactively negotiatecomplex tariff structureswith multiple accounts
to maximize their usage.
Teenage Pirates: Managing Price Wars
flickr(c) followtheinstructions
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flickr (c) fotologic2. Cashless Innovators
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flickr(c) fotologic
Alternative + ThriftRetro + KnowledgeWill often own 2 or more handsets/
SIMs to negotiate complex operatortariffs and maximize offers.
Key drivers of laptop and MP3 playermarket meaning key Beachhead for
brands like Apple and Samsung.
Winning the Cashless Innovatormarket is key to long term tech
brand relationships
MP3 playerLaptop
Games ConsoleMobile PhoneEbook reader
TabletDesktop
-10 0 10 20 30 40
Tech Ownership:
Students vs Rest of Market
source mobileYouth based on Pew data
77%... shopped at Thrift
stores (compared with
50% of teens).source Care2 & NPD
-20%-10%
0%
10%
20%
30%
40%
50%
Apple
Blackb
erry
SonyE
ricsso
nNo
kia
Samsun
g
Motor
ola
SMART scores
Change fromteens to students
source mobileYouth (US,Malaysia, South Africa)
SMART Recommendation
Scores: Students
As youth reach student agerecommendations for Apple,Blackberry, Samsung and Motorolaincrease while Sony Ericssonspopularity declines. Nokia remains asrecommended with students as it iswith teens. Motorola is unpopular.
Age 18-22yrs, mostly male*
* we are seeing increasing numbers of femaleCIs in developed markets
Cashless Innovators & Mobile
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Social Currency for
Cashless Innovatorsmoves from skill toknowledge. CashlessInnovators seek outniche groups withdefined knowledge
barriers that, to the
mainstream, appeardifficult or obscure(e.g. Hipster culture,single-gear Fixie bikeswithout brakes, retroclothing).
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(/22$"2 6* "%628
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4/,6 61/6 /)$&% 5$61
%$.1" $%6"2",6 /2"/,
!*.$/) 6**), 61/6 42*=$?/>*%
!*.$/) .322"%.8 ;*2 61$,
,"&="%6
Social Profile of Cashless InnovatorsOptimization for CashlessInnovators means thediscovery of old Social Tools.Teens inherit tools, CIsrediscover them. The
knowledge of how to use andrefurbish these tools is a keybarrier to entry; being inmeans being in the know.
Fixie Bike Culture
Cashless Innovators: Social Currency
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Cashless innovators have
also turned to mobiletechnology as theirSocial Tool of choice.One such example isadoption of theInstagram app by
hipsters. Hisptersusually carry around atraditional film cameravaluing the grainyimages they produce.
Instagram allows them
to apply a retro effectto an image instantly.Hispters gave Instagraman identity thatseparated it from othersimilar applications.
Within 9 months of itslaunch, 150 millionphotos were uploadedby 7 million Instagramusers.
flickr (c) fotologic
Instagram Photo Sharing App
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Cashless Innovators: Instagr.am
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flickr(c) Libertinus
3. Disruptive Divas
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flickr(c) Libertinus
BrazilIndia
ChinaIndonesia
USUK
GermanyFrance
Italy
0 20 40 60 80 100?
Recommendation Scores for Disruptive Divas
20 something females recommend Blackberry,Apple and Nokia the most. Blackberry isparticularly popular with this group. SonyEricsson and Motorola are disliked.
Disruptive Divas & Mobile
-40%
-20%
0%
20%
40%
60%
80%
Blackb
erryApple
Nokia
Samsun
g
SonyE
ricsso
n
Motor
ola
SMART scores
Change fromstudents to Divas
source mobileYouth (US,Malaysia, South Africa)
Shop at Global Brand or Local Boutiques?
source NPD GroupGlobal Brand Local Boutique
In emerging markets, where the difference ingender roles between generations is mostpronounced, Disruptive Divas gravitate mosttowards symbols of the global establishment. In
mobile this means Blackberry (your Dadsphone). In lifestyle, this means 20-somethingwomen in Brazil, India, China and Indonesiafavor global, widely recognized status brands.
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Social Currency for Disruptive Divas is based on
arrival. Divas seek recognition for having made it- whether as a career executive or being a well-informed mother - and gravitate towards SocialTools that help them stand out within their ownpeer groups. Social interaction centers aroundsmall, tightly-defined peer groups and routine
activities.
flickr(c) Libertinus
Disruptive Divas: Social Currency
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Disruptive Divas in
developing nations haveventured into newcareer domainsfollowing economicdevelopment in the lastdecade.
As newly appointedprofessionals, theyprefer traditionalsymbols of theestablishment for SocialTools such as BlackBerry
over Apples iPhone.
In the developed world,females from minoritygroups have risen toprominence in thecorporate and politicalworld.
Propelled by role modelssuch as Oprah Winfreyand Michelle Obama,DDs display their statusand declare arrival intypically male domains
by flaunting theirBlackBerry handsets.
Disruptive Divas: Blackberry vs iPhone
flickr(c) Libertinus
0%
30%
60%
90%
South
Africa
Malay
sia USA
SMART scores
Change fromstudents to Divas
source mobileYouth (US,Malaysia, South Africa)
SMART recommendation scores:iPhone vs Blackberry, females 20-29
BlackberryiPhone
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Disruptive Divas have not only chosen BlackBerry
over iPhone as their Social Tool, they have alsoadded a touch of color to their BlackBerry usage bystarting the BlackBerry Bling trend.
In the first manifestation of Optimization behavior,Divas started coloring their thumbnails to make
them stand out when using the Blackberry handset(known as Blackberry Bling).
Disruptive Divas: Blackberry Bling
flickr(c) Libertinus
Other hacks of Blackberryinclude adding charms anddecorating the sleeves(popular examples includechocolate bars or retro
refits in the form ofcassette tapes)
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What is mobileYouth?
We are a youth agency established in
2001 by Graham Brown and JoshDhaliwal for the purposes of trackingand predicting emerging trends amongstyoung mobile consumers worldwide.
Clients are primarily
telecommunications and handset OEMs,but include sports brands, beveragelabels, banks, ad agencies, recordcompanies, television channels, onlinesocial networks, games developers,content aggregators, publishers and awhole array of other youth-focused
brands and service providers.
A privately held company we conduct
youth research in more than 60countries across 5 continents.
Please visit us athttp://www.mobileYouth.org
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The Research Quadrant
CultureData
Insight(Analytical/Predictive)
Historical(Reporting/Analysis)
McKinsey,PWC etc
(What does this meanto my industry?)
mobileYouth(Why is this happening?)
Nielsen, Harris, Pew etc(How much is happening?)
Trendwatching,Trendspotting etc
(What is happening?)
Youth research is very broad. While weprovide data and trends, our core valueis distinct.
mobileYouth research is cultural insight.We explain why youth use mobilephones in certain ways. We provide aframework for understanding behaviorclients can use to predict the futuretrajectory of technology and mobileculture.
As companies move from strategiesbased on market share to ones based onshare of customer, we believe thebrands with the deepest insights ratherthan the most knowledge and data willwin. We believe being liked bycustomers is worthless and brands todayneed to form relationships based onlove because its these brands thatyouth recommend to each other and65% of all youth handset purchasedecisions are influenced by peers notadvertising.
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Bonus Downloads...
Click the Downloadbutton on each
slide. The button will take you to thepage on MobileYouthReport.com from
where you can download the hi-
resolution graphic to use in your ownpresentations.
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About the Authors
Graham Brown has spent his life living
and working in both London and Tokyo.A psychology graduate, Graham hasfocused his marketing career onunderstanding what influences consumerbehavior a field in which he is due topublish his first book in early 2011 .
Graham is author of 3 youth marketingbooks available on Amazon: All isSocial, Influence and The YouthMarketing Handbook
As well as speaking at industry
conferences on the subject of youngconsumers, Graham has appeared onCNBC, Sky News, CNN and BBC as well as
in print with the FT, The Guardian, Wall
Street Journal and The Sunday Times.
Freddie Benjamin leads mobileYouthson-the-ground research in the field ofmobile culture and youth marketingbehavioural trends.
Freddie is the Research Manager atmobileYouth undertaking ethnographicand quantitative research. He is also acontributing author for the YouthMarketing Handbook published in 2011.