Review of the book: The Mobile Youth: voices of the mobile generation by Graham Brown
As an adult, it’s hard to understand young youth today, we were teenagers once, but that time is long gone and comparing the youth of our generation to today’s is like comparing apples to oranges, completely different.
One of the most interesting facts is that the majority of us didn’t have mobile phones during our youth, now over 1 billion of the youth population own mobile phones. That’s a rather large number, it’s just a little less than the entire population of China, and it took less than a decade for that change to happen.
Mobile phones have come a long way; it started off as a convenient accessory to now an absolute necessity for every teenager out there.
What this translates to is a huge partially untapped market for a new breed of potential customers. Why do we say “partially untapped”? Because mobile marketing isn’t an area that any one company has been able to effectively capitalize on, yet. It’s a work in progress, and there’s a lot of room for opportunity.
Currently there is a $400 billion dollar market for mobile phones. We hope that sounds like a mighty big number to you, because it sure is to us.
Another interesting fact is over 60% of youth sleep with their phones, and 70% would rather spend their last $10 on recharging their phone than on food.
These numbers go to show you the importance of mobile phones to our youth. It’s no longer just a way for them to stay in touch with friends and family, it’s a way of life for them, and it’s a new way for companies to reach out and get their message to these potential customers.
To learn more about the phenomenon of youth and mobile phones, you can go straight to the source to learn more, but that’s a little time consuming, and a little on the odd side, unless you’ll be compensating them financially for their time.
So the next best thing would probably be reading about it from people who have talked to teenagers worldwide about their love for mobile phones, and the folks who came up with The Mobile Youth book have done just that. They’ve compiled a book with stories from 10 of our world’s youth who are active mobile users. These stories come from way of Tokyo, Brazil, and even Saudi Arabia, walking the reader through the mindset of youth and their mobile phones
Who was this book written for?
Anybody that wants to read about the mindset of today’s youth when it comes to their mobile phones, and more importantly those that are seeking to market to this demographic, this book is a must-read. The book itself isn’t a “How-to-Guide” on how to market to young mobile users, however it does give personal insight into the mindset and behavior of the young and their mobile phones, which is information which can help those looking to market to them.
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