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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. - PowerPoint PPT Presentation
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mobileYouth 2005
by Wireless World Forum
Presentation to
Clients
We help you make better informed decisions
What do we do for our clients
Agenda
Spending
a. Introduction
b. 6 Key Findings in 2005
c. 4 factors for the future
d. Questions
Spending
$110 million
$1.1 trillion
$11 millionHow much Youth
disposable income?
$1/$10
Intro Spending
Pie
£1 in every 10
What does that mean?
UK Youth now spend
11.6% of their
income on mobile
Intro Spending
Country
Intro Spending
Trends
Same?
More on music?
More on mobile?Youth spend
8x more on
mobile phones as they do on
music
How does youth mobile spending compare to other
spending – example MUSIC?
Key Findings
Younger
What are the key findings?
1. Younger
Mobile Youth aregetting Younger
Headline
(APRIL 2005)
Parents
2. Parents
Parents are the driving force
Parents
2. Parents
Behaviour
Pester Power works both ways
48% phone purchases for 15-19 by parents
Positives outweigh all negatives
Account for 80% of new subscriptions
98% phone purchases for under 14s is by
parents
Data
Value Added Services
Texting
81% of data spend is messaging
Music continues to be a winner
No good news for photo messaging
Youth not interested in 3G
Data drives down churn
3. Texting is still tops
Music
Despite other technologies, SMS drives Value Added Services and will
continue to do so long term
4. Mobile Music
16% of all music spending globally now derived from the mobile channel
Mobile Music
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
Games
Japanese youth spend 3x more
5. Mobile Games
Mobile games contribute less than
1% of ARPU
58% of mobile gamers are 20+
Crowded market
Mobile games worth 6% of spend
Fun?
Japan/Korea 30% of global spend
Brand?
What is fun and cool?
6. The importance of brand to Youth
Features
Why are so few succeeding?
Boost
Emerging
Peer applications and music drive new
technology usage
Embedded games and girls
Four Factors for the future
Youth have no interest in 3G
Summary
“Adultescents”
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?
Where next?
World Cup 2006
MVNO Opportunities
Mobile Music & the iPod
mobileYouth 2006
