mobileYouth :Insights into Youth Mobile Trends and

Mobile Behavior 2009

>> How to Use this Report
Insights into Youth Mobile Trends and Mobile Behavior 2009 is part 1 of the 4 part
mobileYouth report published annually by mobileYouth. This section focuses on the
relationship between youth and mobile, changes in how young people are using
both mobile and media and how this impacts the mobile industry. To maximize your
time invested in the report we suggest the following:
Read slides 4 to 23 to understand we are marketing to
youth today, why it doesn’t work and what needs to 1. What needs to
change. Determine the changes that need to happen at the change?
organizational
Read slides 25 level
to 41to
tomake marketing
give you effective.
direction in how you will
change marketing, market research, consumer insights and 2. How do we change?
product development
Read slides 43 to 47 to determine which Beachhead(s) you
are going to target and how you will integrate the above 3. Who are our
Read slides 49 to 86 to create a rough profile outline of your
customers?
chosen Beachhead(s) 4. What do they want?
Read slides 87 to 108 to measure your outline against the
product portfolio you currently are working with
Once you have established your target and agreed on both
the strategy and metrics initiate the ethnographic research
to test your initial hypothesis on which projects will work
with these consumers 5. How do we give it to
Agree on a project that can coordinate the different
organizational departments concerned with product dev’t, them?
marketing and consumer insight and research and give
managers first Begin
hand exposure to Read
youth.Part 2
Dialogue, NEXT STEPS