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mobileYouth 2005 by Wireless World Forum

mobileYouth 2005 by Wireless World Forum. Presentation to. Clients. What do we do for our clients. We help you make better informed decisions. Agenda. a. Introduction b. 6 Key Findings in 2005 c. 4 factors for the future d. Questions. Spending. Spending.

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mobileYouth 2005 by Wireless World Forum

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  1. mobileYouth 2005 by Wireless World Forum Presentation to

  2. Clients

  3. What do we do for our clients We help you make better informed decisions

  4. Agenda a. Introduction b. 6 Key Findings in 2005 c. 4 factors for the future d. Questions Spending

  5. Spending How much Youth disposable income? $11 million $110 million $1.1 trillion $1/$10

  6. Intro Spending £1 in every 10 What does that mean? Pie

  7. Intro Spending UK Youth now spend 11.6%of their income on mobile Country

  8. Intro Spending Youth spend 8x more on mobilephones as they do on music How does youth mobile spending compare to other spending – example MUSIC? More on mobile? Same? More on music? Trends

  9. Key Findings What are the key findings? Younger

  10. 1. Younger Mobile Youth are getting Younger Headline

  11. (APRIL 2005) Parents

  12. 2. Parents Parents are the driving force Parents

  13. 2. Parents 98% phone purchases for under 14s is by parents 48% phone purchases for 15-19 by parents Account for 80% of new subscriptions Pester Power works both ways Positives outweigh all negatives Behaviour

  14. Data

  15. Value Added Services 81% of data spend is messaging No good news for photo messaging Music continues to be a winner Youth not interested in 3G Data drives down churn Texting

  16. 3. Texting is still tops Despite other technologies, SMS drives Value Added Services and will continue to do so long term Music

  17. 4. Mobile Music 16% of all music spending globally now derived from the mobile channel Mobile Music

  18. 4. Mobile Music In 2001 only 2% of music revenues were spent on mobile Youth will spend $3.5 billion on mobile music in 2005 Mobile Music will account for 22% of music spend in 2007 Japanese youth spend 3x more Games

  19. 5. Mobile Games Mobile games contribute less than 1% of ARPU Mobile games worth 6% of spend 58% of mobile gamers are 20+ Crowded market Japan/Korea 30% of global spend Fun?

  20. What is fun and cool? Brand?

  21. 6. The importance of brand to Youth Why are so few succeeding? Features

  22. Boost

  23. Emerging

  24. Four Factors for the future Youth have no interest in 3G Peer applications and music drive new technology usage Embedded games and girls “Adultescents” Summary

  25. Summary 1. £1 in every £10 that young people now spend goes on mobile related products 2. Age at which young people now get there first mobile phone is down to just 8 years in leading European countries 3. Parents are the driving influence amongst under 14 users 4. Value Add Services drive down churn 5. Brand and lifestyle are important to young consumers 6. Music and texting continue to be winners Next?

  26. Where next? World Cup 2006 MVNO Opportunities Mobile Music & the iPod mobileYouth 2006

  27. Josh Dhaliwal Head of Client Services, mobileYouth joshd@mobileYouth.org +44(0) 207 386 3635

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