Generation O (Optimizers)

8/13/2019 Generation O (Optimizers)

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flickr(c) Andrew Stawarz

Generation O

mobileYouth Report 2012module 01

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Licensing and Copyrights

mobileYouth grants the clienta non-exclusive License to download and use theInformation contained in this report beingpurchased solely for the clients privateinternal uses only. Users shall not distributeany information contained in the reportoutside the confines of the client, in anyevent, without the express prior writtenauthorization of the authors. mobileYouthTMowns the Information contained in thereport being purchased herein.

Copyright mobileYouth 2011Unless explicitly stated otherwise, all rights

including those in copyright in the contentof this report are owned by or controlled for

these purposes by mobileYouth

Except as otherwise expressly permittedunder copyright law the content of this

report may not be republished, posted,

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Imagery licensed in this report is accordantwith Flickrs Creative Commons Commerciallicense and remains the copyright of itsrespective owners.

Contact details:

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UK/Europe: +44 203 286 3635North America: +1 646 867 3635South Africa: +27 11 08 3635 1Asia: +852 8 176 365 0

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mailto:[email protected]:[email protected]


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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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http://www.mobileyouth.org/social-tools/http://www.mobileyouth.org/change-agents/http://www.mobileyouthreport.com/generation-o-executive-summary/http://www.mobileyouthreport.com/generation-o-executive-summary/http://www.mobileyouth.org/change-agents/http://www.mobileyouth.org/change-agents/http://www.mobileyouth.org/social-tools/http://www.mobileyouth.org/social-tools/http://www.mobileyouth.org/social-thinking/http://www.mobileyouth.org/social-thinking/


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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

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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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1000 students10 countries

5 continents

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lonely

helpless panicking

dead

problem

Generation O Unplugged


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http://www.mobileyouthreport.com/generation-o-unplugged/http://www.mobileyouthreport.com/generation-o-unplugged/


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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


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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

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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

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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

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http://www.mobileyouthreport.com/social-currency/http://www.mobileyouthreport.com/social-currency/


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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

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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

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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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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

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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


Which medium is most important for communication?

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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.


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
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://livepage.apple.com/http://livepage.apple.com/http://www.mobileyouthreport.com/generation-o-myths-vs-reality/http://www.mobileyouthreport.com/generation-o-myths-vs-reality/


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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.


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

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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

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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

30


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0

1000

2000

3000


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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


Teenage Pirates: Innovation

32
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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


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Teenage Pirates: Inherited Tools

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(4%. +$%. ,:$).'; " .''- % (2' (%,-

5%2-* %.- /*' +$'0 -'('.-,.A ).

8$,5$ ).' $%* /.4,0,+'- .%B).8,-'=>=;C

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)


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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


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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


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http://livepage.apple.com/http://livepage.apple.com/


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!" $%&' % ()*+ (%,- ./01'2 ).

34%563'227 8$,5$ $%* % 1'9'2 -%+%

(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


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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).

!""#$%& (")*%&$%& +

,$&%$-./%."

0$.1" ,*.$/)

&2*34, 5$61 /#%*5)"7&"

(/22$"2 6* "%628

9*2&*:"% 6**), *; 61"

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

!"#$%" '( ('$ )*$* "'+ ,"* )'-.)$ /-01)%$ .)"2-13

4-50)21 1( )*$ 0"#$%" 6-1, 7"+ /-01)%$ .)"2-13

8+)21

!"*,2$** 9''(:"1(%*

Cashless Innovators: Instagr.am

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flickr(c) Libertinus

3. Disruptive Divas

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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


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.


Disruptive Divas: Social Currency

!""#$%& (")*%&$%& +

,$&%$-./%."

0/$%

1".*&%$2*%

*3 ".*%*4$.

5*167

81/9$2*%/) ,*.$/) (/9&",

*3 ",6/()$,74"%6 67/6

4/1# /11$:/) /%9 ,;..",,

!*.$/) 6**), 67/6 ;%9/4"%6/) 91$:"1 *3

*


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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


0%

30%

60%

90%

South

Africa

Malay

sia USA

SMART scores

Change fromstudents to Divas


SMART recommendation scores:iPhone vs Blackberry, females 20-29

BlackberryiPhone

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http://www.mobileyouth.org/social-tools/http://www.mobileyouth.org/social-tools/http://www.mobileyouthreport.com/disruptive-divas-blackberry-vs-iphone/http://www.mobileyouthreport.com/disruptive-divas-blackberry-vs-iphone/http://www.mobileyouth.org/social-tools/http://www.mobileyouth.org/social-tools/http://www.mobileyouth.org/social-tools/http://www.mobileyouth.org/social-tools/http://www.mobileyouth.org/disruptive-divas/http://www.mobileyouth.org/disruptive-divas/


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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


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.

Generation O (Optimizers)

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