Introducing Generation O – the optimizers. 1.8 billion mobile owning youth across 65 countries. This is a market worth nearly $400 billion annually, over $100 billion in Asia alone (based on annual youth spending on mobile).
Generation O – 2 Billion Mobile Phone Owners Optimizing the Social Experience
Source mobileYouth report 2012
That all sounds great, but what does it mean to us marketers? What is unique about this generation that we should know about? We’ve been researching youth mobile culture since 2001 and we believe that 2012 presents the most significant challenges for the mobile industry.
This is the Generation that will Change Everything
…are you prepared?
Here are the 3key challenges the mobile industry needs to be aware of:
- Shift to social: Do you fully understand the fundamental social drivers of youth today? How does this generation Optimize technology to derive Social Currency and what role do you have in this process? This is no longer about selling technology and widgets but developing a deeper understanding of Generation O. He who has the best insights, wins.
- Moving from content to context: How prepared are you to evolve your marketing from one based on Big Idea storytelling to one that young people can tell themselves? Generation O don’t just want to be partners in this process, they expect it. Treating them as destinations in your marketing process is a sure-fire road to ruin.
- Fans or else: Which group of Change Agents is most relevant to your product? In the 2012 mobileYouth report we identify 3 key youth profiles who are redefining mobile technology as we speak – from Teenage Pirates to Disruptive Divas. Your ability to engage these Beachheads in dialogue is critical to effective marketing and innovation ROI.
Free Download: 100 Key Trends in Youth Mobile Culture
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