I just read an incredible book. Thank you Felix Widmer for recommending it to me. It is a delight and reveals many interesting facts about the content/context youth is using its cell phones, and common mistakes older folk makes when evaluating this movement. I would suggest you purchase this book and will not regret!
Here’s 10 Quick Facts about Youth Mobile Culture and Cell Phones:
All sources mobileYouth.org research
- 71% of youth would rather spend than last $10 on topping up their phone than on food
- 62% of youth sleep with their mobile phones
- There are 1 billion mobile youth in the world today (aged 5-29) (source: mobileYouth report)
- There are more mobile owning youth in China than there are people in the United States
- The first ever recorded telecoms innovation driven by the youth market was Dengon Dial in Japan – a simple “hack” that turned fixed-line public telephone message boxes into a youth-driven dating service. (more about this in the book “The Mobile Youth“)
- The highest users of new mobile tech aren’t mainstream execs but often the “outliers” and “outsiders” – e.g. Hispanic immigrants in the US, young female teens in Japan or young black females in South Africa.
- 65% of youth said they bought their handset based on what friends, not what advertising said
- Youth spend 15-25% of their disposable income on mobile (data varies by country)
- The average youth sees 170,000 advertising messages by age 17
- Despite the rise of the mobile generation, the most effective way to reach youth isn’t mobile but face to face
Face to face, ha? What do you think about that!?