New Research from mobileYouth States Brands and Governments Must Co-Create with the World's 1.2 Billion Mobile Youth to Remain Relevant
New research highlights the emergence of a new generation of change agents: 1.2 billion Mobile Youth - They're 3 times the size of Facebook and redefining everything from politics in the Middle East to innovation to how brands market to them.
LONDON, ENGLAND, March 03, 2011
Here Come the Mobile Youth: a Generation of Change Agents Under 30Key findings from the 65 market Mobile Youth Report by consultancy mobileYouth:
- 1.2 billion youth own mobile phones, spending $400 billion annually.
- 60% sleep with their phones. 81% would spend their last $10 on a mobile top-up before food.
- 62% of purchase decisions influenced by peers not traditional paid media.
- Research identified "super-influencers" - fans influencing up to 100 friends in the discovery and education process. Super-influencers were integral in creating change in the Middle East.
Generation Optimization
Events in the Middle East demonstrate how their impact on our lives is entering a new phase driven by Optimization.
"Mobile Youth are Optimizers," says Research Head Graham Brown. "They're constantly optimizing their relationships - with friends, brands and even governments. When we build walls to prevent Optimization, youth tunnel under or break through the cracks. Mobile facilitates Optimization because alternatives are just a click away, giving them the ability to exact change in ways previous generations could have only dreamed of. Great news for organizations engaging this grassroots force but a warning for brands and governments too slow to respond."
Technological and societal change occurs at identifiable Optimization Tipping Points - e.g. 33% have access to new platforms (e.g. BBM), 50% of the population under 30 (e.g. Libya) or 66% of youth own a mobile phone (e.g. Egypt).
Full press release and data
http://www.mobileyouthreport.com/prmar11
mobileYouth helps brands, organizations and government better understand and co-create with the world's billion strong mobile owning youth market. We are a research consultancy.
For more information contact us:
UK: +44 20 3286 3635
North America: +1 646 867 3635
South Africa: + 27 11 08 3635 1
Asia: +852 8176 3650