Key mobile trends
In 2012, more than 4.5 million youth will switch accounts in Uganda causing operators to lose $193 million. With penetration rates of over 100% for the adult population, the key to increasing the bottom line is not just in acquiring teen subscribers but in reducing churn. Mobile apps and services such as mobile money driven by mobile internet will be the key to growth on the country’s youth mobile market. Among handset brands, Apple’s iPhone is an aspirational brand for youth. However, while Android phones may be making inroads into youth wishlists, there are pockets of supporters for BlackBerry and even Nokia among youth in Uganda.
Handset and service purchase decisions are driven by social factors such as word-of-mouth recommendations from friends. Mobile brands need to identify what factors influence youth in Uganda. Marketing and innovation need to be driven by grassroots effort that begin with insights from the youth market and end up with engagement programs or co-creation ventures. For actionable insights into youth mobile culture in Uganda contact mobileYouth 2012 Report.