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2011 mobileYouth Report
MobileYouth, March 2011
A study of the universe of young people and a guide to better develop and market mobile products for handset companies.
Mobile Youth 2011 is a multi- part report, each part looks in-depth at one major aspect of youth mobile preference, motivation, consumption and spend that will impact mobile companies over the next 12 months.
New for 2011 each report is being personalised for clients with an opening summary explaining how the findings impact you as a Mobile Operator, Handset Vendor, Marketer or Technologist.
Also new, links have been included from the report to exclusive videos and interview content which will discuss youth concepts and case studies in multimedia.
The report is broken down into the following four sub-reports:
1) Mobile Youth Handset Report 2011: From Differentiation to Discover
2) Mobile Youth Loyalty and Churn Report 2011: Reducing Your Churn
3) Mobile Youth Rural Report 2011: Understanding the Rural Emergence
4) Mobile Youth Content and Applications Report 2011: Youth and the Mobile Internet
Who should read this report?
- Marketing managers developing a value proposition or marketing plan to create internal change or focus internal resources on youth related projects
- Product managers tasked with driving uptake with young consumers
- Segment managers who want to understand the steps necessary to maximize customer value
- Strategists developing execution roadmap for youth related business units
mobileYouth Methodology
The annual mobileYouth reports are a combination of quantitative and qualitative research.
mobileYouth provides in-depth analysis of issues facing companies engaging with young consumers worldwide. Each report covers a single strategic subject area--subjects deemed worthy of detailed analysis by our clients, major industry players who use our studies in their strategic planning.
Each report sets up the issues and market conditions, describes the players, cites the market factors, and projects marketplace trends. Written clearly and concisely, each report makes full use of charts and graphs to present market data and projections. It is important for us that our information is as reusable as possible and where required charts, tables and graphs are presented in a format which can be easily extracted and re-used in presentations and reports.
First launched in 2001, mobileYouth is an ongoing study of the behavioural and consumption trends of young people worldwide hence there is no project start or end date – all research work is ongoing and the use of video interviews is increasing so that clients can hear directly from what young people are telling them. The research approach is the same for each study, a typical report begins with a scan of internal databases and secondary sources--the fastest way for an analyst to review current market conditions. Next, analysts conduct primary interviews in the marketplace to cross-check secondary sources and gather additional data for a preliminary market assessment.
The baseline information is then compiled and used to build a tentative market model. The market is sized, upside/downside market potential is determined, and r factors that could alter future market conditions are looked for. At this stage, discrete findings are fed back to knowledgeable industry players to test assumptions.
The markets assumptions are then tested against what young consumers are telling us in the qualitative research. Each year thousands of young people are interviewed and in some cases their parents across 20 countries including UK, USA, Germany, Japan, China, India, Singapore, South Africa etc. In 2008 Ukraine, Philippines, Bangladesh, Pakistan, Brazil and Malaysia were added to meet client needs.
Finally, the findings go through an internal review, where senior staff members probe and challenge assumptions. Only upon a satisfactory conclusion of this review is the study deemed ready for the thorough editorial process and final publication.
Product samples
A sample for this product is available. Please Login/Register to download this sample.
Also available
Mobile Youth Loyalty and Churn Report 2011: Reducing Your Churn
Mobile Youth Handset Report 2011: From Differentiation to Discover
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