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State%of%Mobile%Youth%across%Asia%
   20"Emerging"Trends"on"Mobile"and"Influence"from"Asia"for"2011"




                                                                   ©"MOBILEYOUTH"2011"
 FLICKR:"TANYVONNE"

HTTP://WWW.MOBILEYOUTH.ORG""
Emerging%Trends%
        from%Key%Asian%
           Markets%
   1.8"billion"




                                                                     ©"MOBILEYOUTH"2011"
   mobile"owning"
   youth"around"
   the"world.""
   56%"of"them"
   live"in"Asia"
   (source"mobileyouthreport.com"2011)"
                                          FLICKR:"STEPHEN"MCGRATH"

HTTP://WWW.MOBILEYOUTH.ORG""
#1:%The%Mobile%Youth%of%Australia%
   Australia"registered"$155"million"in"mobile"commerce"sales"in"
   2010"driven"largely"by"young"mobile"owners"
   (source"PayPal"&"Nielsen)"




                                                                    ©"MOBILEYOUTH"2011"
  FLICKR:"JOE"BENNETT"

HTTP://WWW.MOBILEYOUTH.ORG""
#2:%The%Mobile%Youth%of%China%
   84%"of"Chinese"Youth"use"mobile"phones"as"primary"
   device"to"access"the"internet"
   (source"Nielsen)"




                                                        ©"MOBILEYOUTH"2011"
 FLICKR:"SOCTECH"

HTTP://WWW.MOBILEYOUTH.ORG""
#3:%The%Mobile%Youth%of%Hong%Kong%
   87%"Hong"Kong"youth"own"a"mobile"phone."Highest"ownership"
   rate"across"the"APAC"region"
   (source"Synovate)"




                                                                ©"MOBILEYOUTH"2011"
 FLICKR:"CALVIN"CHU"

HTTP://WWW.MOBILEYOUTH.ORG""
#4:%The%Mobile%Youth%of%India%
   Less"than"50"million"youth"have"access"to"internet"in"India.""
   But"more"than"350"million"will"own"mobile"phones"by"2012"
   (source"BCG)"




                                                                    ©"MOBILEYOUTH"2011"
 FLICKR:"COMSEC"

HTTP://WWW.MOBILEYOUTH.ORG""
#5:%The%Mobile%Youth%of%
   Indonesia%
   Only"in"Indonesia,"BlackBerry"handsets"outsell"Apple’s"iPhone"
   at"a"scorching"pace"of"12dtod1"
   (source"Jakarta"Globe)"




                                                                    ©"MOBILEYOUTH"2011"
 FLICKR:"RICKY"QI"

HTTP://WWW.MOBILEYOUTH.ORG""
#6:%The%Mobile%Youth%of%Japan%
   60%"Japanese"youth"access"social"networks"through"their"
   mobile"phones"
   (source"Trendstream)"




                                                              ©"MOBILEYOUTH"2011"
 FLICKR:"PHOTOCAPY"

HTTP://WWW.MOBILEYOUTH.ORG""
#7:%The%Mobile%Youth%of%Malaysia%
   Nokia"is"the"most"recommended"and"owned"
   "handset"brand"among"young"people"in"Malaysia"
   (source"mobileyouthsurvey.com"2011)"




                                                    ©"MOBILEYOUTH"2011"
 FLICKR:"AHMAD"MARICAR"

HTTP://WWW.MOBILEYOUTH.ORG""
#8:%The%Mobile%Youth%of%Philippines%
   70%"of"operator"revenue"for"2012"in"the"Philippines"will"come"
   from"mobile"internet"
   (source"mobileyouthreport.com"2011)"




                                                                    ©"MOBILEYOUTH"2011"
 FLICKR:"ALEX"STEFFLER"

HTTP://WWW.MOBILEYOUTH.ORG""
#9:%The%Mobile%Youth%of%Singapore%
   93%"of"youth"between"age"12"to"14"in"Singapore"own"a"mobile"
   phone,"above"the"regional"average"of"47%"
   (source"Synovate)"




                                                                  ©"MOBILEYOUTH"2011"
 FLICKR:"WHYOGEE"

HTTP://WWW.MOBILEYOUTH.ORG""
#10:%The%Mobile%Youth%of%Vietnam%
   Vietnamese"teenagers"(13d19"age"group)"will"drive""
   growth"of"the"mobile"youth"market"in"2011"&"2012"
   (source"mobileyouthreport.com"2011)"




                                                         ©"MOBILEYOUTH"2011"
 FLICKR:"DAVID"MCKELVEY"

HTTP://WWW.MOBILEYOUTH.ORG""
#11:%The%Mobile%Youth%of%Rural%Asia%
   India"&"China"account"for"60%"of"the"enhre""
   global"mobile"owning"rural"youth"populahon"
   (source"mobileyouthreport.com"2011)"




                                                  ©"MOBILEYOUTH"2011"
  FLICKR:"MINNEAPOLIS"INSTITUTE"OF"ART"

HTTP://WWW.MOBILEYOUTH.ORG""
The%Mobile%Youth%
       Asia%Tour"
           DesQnaQons%
              Malaysia"




                                                        ©"MOBILEYOUTH"2011"
             Singapore"
             Hong"Kong"
             Indonesia"
             Philippines"
                China"
              Vietnam"
                India"
                               FLICKR:"TAKOMABIBELOT"

HTTP://WWW.MOBILEYOUTH.ORG""
The%Mobile%Youth%Asia%
                              Radio%Show"
                               Get"insights,"trends"and"stories""
                       on"mobile"and"youth"culture"from"around"Asia"
                      hip://itunes.apple.com/in/podcast/id425608929""




                                                                        ©"MOBILEYOUTH"2011"
                         THE%MOBILEYOUTH%ASIA%RADIO%SHOW%
                  INSIGHTS"ON"MOBILE"AND"YOUTH"CULTURE"FROM"ASIA"




                     FREDDIE""                            GHANI"
                    BENJAMIN"                             KUNTO"

HTTP://WWW.MOBILEYOUTH.ORG""
Key%Trends%in%Youth%
    Influence%from%Asia"


   Worddofdmouth"




                                                        ©"MOBILEYOUTH"2011"
   from"friends"
   drives"57%"
   purchase"
   decisions"among"
   Asian"youth"
   (source"iProspect)"
                               FLICKR:"TED"OLLIKKALA"

HTTP://WWW.MOBILEYOUTH.ORG""
#12:%FaceZtoZFace%
   77%"of"all"worddofdmouth"is"done"in"person,"face"to"face"
   (source"North"Eastern"University)"




                                                               ©"MOBILEYOUTH"2011"
 FLICKR:"TERRY"REILLY"

HTTP://WWW.MOBILEYOUTH.ORG""
#13:%Low%Trust%in%AdverQsing%
   76%"consumers"do"not"trust"what"companies"say"in"adverhsing"
   (source"Yankelovich)"




                                                                  ©"MOBILEYOUTH"2011"
 FLICKR:"BEN"+"MAGGIE"

HTTP://WWW.MOBILEYOUTH.ORG""
#14:%Brands%in%Dialogue%
   82%"conversahons"about"your"brand"are"between"friends"
   (source"Weber"Shandwick)"




                                                            ©"MOBILEYOUTH"2011"
 FLICKR:"VERA"&"JOHN"CRISTOPHE"

HTTP://WWW.MOBILEYOUTH.ORG""
#15:%Brand%Discovery%
   78%"youth"discover"brands"through"close"friends"
   (source"Razorfish)"




                                                      ©"MOBILEYOUTH"2011"
  FLICKR:"K"NICOLL"

HTTP://WWW.MOBILEYOUTH.ORG""
#16:%Influencing%Purchase%
   79%"of"purchase"decisions"are"influenced"by"close"friends"
   (source"Razorfish)"




                                                               ©"MOBILEYOUTH"2011"
 FLICKR:"TED"OLLIKKALA"

HTTP://WWW.MOBILEYOUTH.ORG""
#17:%Fans%&%Earned%Media%
   Fans"make"up"9%"of"customers"but"61%"of"Earned"Media"
   (source"mobileyouthreport.com"2011)"




                                                           ©"MOBILEYOUTH"2011"
  FLICKR:"SNOSHUU"

HTTP://WWW.MOBILEYOUTH.ORG""
#18:%Youth%Vs%Adults%
   Youth"generate"2X"as"much"Earned"Media"than"adults"
   (source"Synovate)"




                                                         ©"MOBILEYOUTH"2011"
 FLICKR:"CLIFF"CHENG"LF"

HTTP://WWW.MOBILEYOUTH.ORG""
#19:%Demand%for%Dialogue%
   71%"of"telecom"customers"demand"interachon"with"the"brand"
   (source"Universal"McCann)"




                                                                ©"MOBILEYOUTH"2011"
  FLICKR:"ML_DUONG"

HTTP://WWW.MOBILEYOUTH.ORG""
#20:%Dialogue%is%Social%
   63%"youth"involve"friends"in"their"interachons"with"the"brand"
   (source"Cone"Consumer"Media"Study)"




                                                                    ©"MOBILEYOUTH"2011"
 FLICKR:"ESPEN"FAUGSTAD"

HTTP://WWW.MOBILEYOUTH.ORG""
THE MOBILEYOUTH 2013 REPORT




   Want more trends?



                  MOBILEYOUTH
                    youth marketing mobile culture since 2001
THE MOBILEYOUTH 2013 REPORT

       youth marketing insights for handset brands,
                  content providers and operators

                                                features:
                                               29 reports
                                              400+ pages
                                       data, charts, cases

                                    mobileYouth:
       tracking youth & mobile culture since 2001

                          MOBILEYOUTH
                            youth marketing mobile culture since 2001
THE MOBILEYOUTH 2013 REPORT




http://www.mobileyouth.org



                   MOBILEYOUTH
                     youth marketing mobile culture since 2001

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(mobileYouth) Asia: 20 Emerging Trends on Mobile and Influence from Asia for 2011

  • 1. State%of%Mobile%Youth%across%Asia% 20"Emerging"Trends"on"Mobile"and"Influence"from"Asia"for"2011" ©"MOBILEYOUTH"2011" FLICKR:"TANYVONNE" HTTP://WWW.MOBILEYOUTH.ORG""
  • 2. Emerging%Trends% from%Key%Asian% Markets% 1.8"billion" ©"MOBILEYOUTH"2011" mobile"owning" youth"around" the"world."" 56%"of"them" live"in"Asia" (source"mobileyouthreport.com"2011)" FLICKR:"STEPHEN"MCGRATH" HTTP://WWW.MOBILEYOUTH.ORG""
  • 3. #1:%The%Mobile%Youth%of%Australia% Australia"registered"$155"million"in"mobile"commerce"sales"in" 2010"driven"largely"by"young"mobile"owners" (source"PayPal"&"Nielsen)" ©"MOBILEYOUTH"2011" FLICKR:"JOE"BENNETT" HTTP://WWW.MOBILEYOUTH.ORG""
  • 4. #2:%The%Mobile%Youth%of%China% 84%"of"Chinese"Youth"use"mobile"phones"as"primary" device"to"access"the"internet" (source"Nielsen)" ©"MOBILEYOUTH"2011" FLICKR:"SOCTECH" HTTP://WWW.MOBILEYOUTH.ORG""
  • 5. #3:%The%Mobile%Youth%of%Hong%Kong% 87%"Hong"Kong"youth"own"a"mobile"phone."Highest"ownership" rate"across"the"APAC"region" (source"Synovate)" ©"MOBILEYOUTH"2011" FLICKR:"CALVIN"CHU" HTTP://WWW.MOBILEYOUTH.ORG""
  • 6. #4:%The%Mobile%Youth%of%India% Less"than"50"million"youth"have"access"to"internet"in"India."" But"more"than"350"million"will"own"mobile"phones"by"2012" (source"BCG)" ©"MOBILEYOUTH"2011" FLICKR:"COMSEC" HTTP://WWW.MOBILEYOUTH.ORG""
  • 7. #5:%The%Mobile%Youth%of% Indonesia% Only"in"Indonesia,"BlackBerry"handsets"outsell"Apple’s"iPhone" at"a"scorching"pace"of"12dtod1" (source"Jakarta"Globe)" ©"MOBILEYOUTH"2011" FLICKR:"RICKY"QI" HTTP://WWW.MOBILEYOUTH.ORG""
  • 8. #6:%The%Mobile%Youth%of%Japan% 60%"Japanese"youth"access"social"networks"through"their" mobile"phones" (source"Trendstream)" ©"MOBILEYOUTH"2011" FLICKR:"PHOTOCAPY" HTTP://WWW.MOBILEYOUTH.ORG""
  • 9. #7:%The%Mobile%Youth%of%Malaysia% Nokia"is"the"most"recommended"and"owned" "handset"brand"among"young"people"in"Malaysia" (source"mobileyouthsurvey.com"2011)" ©"MOBILEYOUTH"2011" FLICKR:"AHMAD"MARICAR" HTTP://WWW.MOBILEYOUTH.ORG""
  • 10. #8:%The%Mobile%Youth%of%Philippines% 70%"of"operator"revenue"for"2012"in"the"Philippines"will"come" from"mobile"internet" (source"mobileyouthreport.com"2011)" ©"MOBILEYOUTH"2011" FLICKR:"ALEX"STEFFLER" HTTP://WWW.MOBILEYOUTH.ORG""
  • 11. #9:%The%Mobile%Youth%of%Singapore% 93%"of"youth"between"age"12"to"14"in"Singapore"own"a"mobile" phone,"above"the"regional"average"of"47%" (source"Synovate)" ©"MOBILEYOUTH"2011" FLICKR:"WHYOGEE" HTTP://WWW.MOBILEYOUTH.ORG""
  • 12. #10:%The%Mobile%Youth%of%Vietnam% Vietnamese"teenagers"(13d19"age"group)"will"drive"" growth"of"the"mobile"youth"market"in"2011"&"2012" (source"mobileyouthreport.com"2011)" ©"MOBILEYOUTH"2011" FLICKR:"DAVID"MCKELVEY" HTTP://WWW.MOBILEYOUTH.ORG""
  • 13. #11:%The%Mobile%Youth%of%Rural%Asia% India"&"China"account"for"60%"of"the"enhre"" global"mobile"owning"rural"youth"populahon" (source"mobileyouthreport.com"2011)" ©"MOBILEYOUTH"2011" FLICKR:"MINNEAPOLIS"INSTITUTE"OF"ART" HTTP://WWW.MOBILEYOUTH.ORG""
  • 14. The%Mobile%Youth% Asia%Tour" DesQnaQons% Malaysia" ©"MOBILEYOUTH"2011" Singapore" Hong"Kong" Indonesia" Philippines" China" Vietnam" India" FLICKR:"TAKOMABIBELOT" HTTP://WWW.MOBILEYOUTH.ORG""
  • 15. The%Mobile%Youth%Asia% Radio%Show" Get"insights,"trends"and"stories"" on"mobile"and"youth"culture"from"around"Asia" hip://itunes.apple.com/in/podcast/id425608929"" ©"MOBILEYOUTH"2011" THE%MOBILEYOUTH%ASIA%RADIO%SHOW% INSIGHTS"ON"MOBILE"AND"YOUTH"CULTURE"FROM"ASIA" FREDDIE"" GHANI" BENJAMIN" KUNTO" HTTP://WWW.MOBILEYOUTH.ORG""
  • 16. Key%Trends%in%Youth% Influence%from%Asia" Worddofdmouth" ©"MOBILEYOUTH"2011" from"friends" drives"57%" purchase" decisions"among" Asian"youth" (source"iProspect)" FLICKR:"TED"OLLIKKALA" HTTP://WWW.MOBILEYOUTH.ORG""
  • 17. #12:%FaceZtoZFace% 77%"of"all"worddofdmouth"is"done"in"person,"face"to"face" (source"North"Eastern"University)" ©"MOBILEYOUTH"2011" FLICKR:"TERRY"REILLY" HTTP://WWW.MOBILEYOUTH.ORG""
  • 18. #13:%Low%Trust%in%AdverQsing% 76%"consumers"do"not"trust"what"companies"say"in"adverhsing" (source"Yankelovich)" ©"MOBILEYOUTH"2011" FLICKR:"BEN"+"MAGGIE" HTTP://WWW.MOBILEYOUTH.ORG""
  • 19. #14:%Brands%in%Dialogue% 82%"conversahons"about"your"brand"are"between"friends" (source"Weber"Shandwick)" ©"MOBILEYOUTH"2011" FLICKR:"VERA"&"JOHN"CRISTOPHE" HTTP://WWW.MOBILEYOUTH.ORG""
  • 20. #15:%Brand%Discovery% 78%"youth"discover"brands"through"close"friends" (source"Razorfish)" ©"MOBILEYOUTH"2011" FLICKR:"K"NICOLL" HTTP://WWW.MOBILEYOUTH.ORG""
  • 21. #16:%Influencing%Purchase% 79%"of"purchase"decisions"are"influenced"by"close"friends" (source"Razorfish)" ©"MOBILEYOUTH"2011" FLICKR:"TED"OLLIKKALA" HTTP://WWW.MOBILEYOUTH.ORG""
  • 22. #17:%Fans%&%Earned%Media% Fans"make"up"9%"of"customers"but"61%"of"Earned"Media" (source"mobileyouthreport.com"2011)" ©"MOBILEYOUTH"2011" FLICKR:"SNOSHUU" HTTP://WWW.MOBILEYOUTH.ORG""
  • 23. #18:%Youth%Vs%Adults% Youth"generate"2X"as"much"Earned"Media"than"adults" (source"Synovate)" ©"MOBILEYOUTH"2011" FLICKR:"CLIFF"CHENG"LF" HTTP://WWW.MOBILEYOUTH.ORG""
  • 24. #19:%Demand%for%Dialogue% 71%"of"telecom"customers"demand"interachon"with"the"brand" (source"Universal"McCann)" ©"MOBILEYOUTH"2011" FLICKR:"ML_DUONG" HTTP://WWW.MOBILEYOUTH.ORG""
  • 25. #20:%Dialogue%is%Social% 63%"youth"involve"friends"in"their"interachons"with"the"brand" (source"Cone"Consumer"Media"Study)" ©"MOBILEYOUTH"2011" FLICKR:"ESPEN"FAUGSTAD" HTTP://WWW.MOBILEYOUTH.ORG""
  • 26. THE MOBILEYOUTH 2013 REPORT Want more trends? MOBILEYOUTH youth marketing mobile culture since 2001
  • 27. THE MOBILEYOUTH 2013 REPORT youth marketing insights for handset brands, content providers and operators features: 29 reports 400+ pages data, charts, cases mobileYouth: tracking youth & mobile culture since 2001 MOBILEYOUTH youth marketing mobile culture since 2001
  • 28. THE MOBILEYOUTH 2013 REPORT http://www.mobileyouth.org MOBILEYOUTH youth marketing mobile culture since 2001