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

Questions?joshdhaliwal@gmail.com