New Research

The secret lives of teenagers

by Freddie on November 4, 2011

Misunderstood since 1904 Since the term “Adolescence” was first used in 1904, teenagers have become the most often misunderstood demographic throughout modern human history – misunderstood by marketers, teachers and parents. They have always been viewed as either rebellious thrill seekers or wanna-be followers of the latest fad. Teenagers throughout generations have always driven faster [...]

New data from Ofcom suggests UK teenagers ditching TV and books for their smartphones

by Freddie on August 4, 2011

The most recent communications market report released by Ofcom for the UK tells us that 47% of teenagers (12-15) in the UK own a smartphone compared to 27% of adults. This comes as no surprise as the mobileYouth 2010 report already pointed out that the smartphone market was being driven by youth mobile owners globally.

Trend: Beachheads (Why are Beachheads becoming a critical feature in youth marketing?)

May 25, 2011

How do young mobile owners influence other young people to purchase a particular brand of handset? What is the social profile of these influencers? Can these influencers be segmented? What are these segments and what are the behavioral drivers for each segment? How can they make marketing more targeted and effective for mobile handset brands? [...]

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Idea Factory: The story of Vodafone Australia, Generation O and reducing youth churn

May 17, 2011

Vodafone Australia saw a mass exodus of subscribers as a result of poor service. What were the behavioral drivers that caused people switch? What can we learn from this and what steps is Vodafone Australia taking to fix the issue? Also what else could Vodafone Australia do to create positive influence? Find out in the first slidecast from mobileYouth Idea Factory.

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Idea Factory: Unboxing the future of BlackBerry

May 12, 2011

Idea Factory Work in progress from the mobileYouth Idea Factory. We’ve been following Blackberry mobile cell phone developments in the youth market for some time here at mobileYouth. Recently, we contributed to an FT article on BBM vs SMS. Now we’re collating ideas on the role of fans & beachheads in Blackberry’s long term future. [...]

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Mobile Youth TV #5: 3 Step Strategy to Fight Youth Churn

September 20, 2010

As someone responsible for loyalty in a mobile company, have you been introducing discount programs and advertising heavily on TV and Print to promote them only to find that they are not working? Then this week’s mobileYouth TV is for you. This week on mobileYouth TV we continue our Youth Loyalty Series as we share our findings on how youth churn is a social process influenced by peer recommendations, how mobile operators can address this by focusing on customer service and youth engagement programs, and the importance of introducing new metrics to gauge the fight against churn.

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Mobile Youth TV #4: 3 strategies for mobile operators to fight youth churn

September 13, 2010

In episode 4 of mobileYouth TV we give mobile operators 3 strategies in their fight against youth churn to pick from. You can lower your prices, tie up with a handset brand or focus on better serving your customers. Watch the video and read the post to find out the benefits and drawbacks of each of the 3 strategies. Then let us know in the comments what strategy or a combination of strategies you would pick to battle youth churn.

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Mobile Youth TV #3: Pricing Strategies and Churn

September 6, 2010

Mobile operator price wars are nothing new. From Indonesia to India and now Kenya. We look at operator price wars in the three markets and draw on learning from them. How do these price wars unfold? How do they affect operators and their KPIs? How do they affect youth mobile behavior?

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Mobile Youth TV #2: Loyalty and Churn

August 30, 2010

This week we are looking at how AT&T, Sprint Nextel and Verizon are fighting consumer churn. Annualized youth churn rates across the 65 markets covered in the mobileYouth report average just over 30%. That means one in 3 youth accounts are switching or deactivating every year – an attrition cost that totals billions of lost dollars for service providers. See how the top 3 US operators are dealing with this issue and find out which method is the most effective.

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Mobile Youth TV #1: Rural

August 25, 2010

This week we’re looking at the world’s 200 million mobile owning youth and their families living in rural areas. What can new mobile services such as banking, commerce and learning offer them in terms of adding value to their lives? How can mobile service providers tap this trend and monetize a particularly low-margin segment?

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