It’s a common scene around to see teens carrying the mobiles and is the class emerging as the biggest users of SMS and MMS. Even the school going kids have successfully nagged them from their parents to posses them.

Many television programs even few leading news channels use the SMS Votes, Mobile ring tones, wall papers for latest blockbusters earn quite a few more crores via exclusive rights’ sold to telecom operators / marketers.


MTV’s youth-oriented programs like VJ Hunt in India now incorporate SMS voting by audiences to make them feel more involved in the competitions – while also earning extra money from tie-ups with mobile operators. Some mobile operators in India report downloads of over 300,000 mobile games a month, mostly by youth. Says a recent article by Madanmohan Rao, co-editor of “Asia Unplugged: The Wireless and Mobile Media Boom in the Asia-Pacific” highlights few of the interesting points…

>> The fact that youth, especially teens, are the biggest users of SMS and MMS services in markets around the world is drawing increasing attention from marketers. Mobile marketing campaigns for youth audiences are now being devised for everything ranging from new product launches and mobile coupons and mobile auctions assuring vast potential for a whole new crop of mobile start-ups specialising in marketing services and research.

>> The growing penetration of mobile phones among youth means that channels like SMS can be harnessed by other players as well – such as educational institutes which perhaps India is yet to unleash. Some studies show that as much as 89 per cent of SMS messages sent by youth are to their friends.

>> For the youth market, the key target is mobile devices, which constitute an exploding market, according to Chan. IDC predicts sales of over 26 million MP3 players in 2006, up from 3.3 million in 2000. Apple’s iPod is becoming a cultural phenomenon not just in the US but Europe and Asia as well (July 2004 marked the India launch).
>> Youth are much more willing to experiment, especially with new media. The challenge for marketers is to convert today’s youth into tomorrow’s preferred customer..
>> The “Net Generation” consists of youth in the age group 12-24 who grew up with the Net and texting. “It is their oxygen – it is integrated into their communications,” said Kim Walker, executive director of Aegis Media Asia Pacific. Forming groups, doing things together, meeting new people and expressing themselves via multiple media are key youth activities.
>> The digital environment is where young people in many countries can best related to your brand and develop the strongest affinity,” advised Walker. Successful marketing to youth should entertain and empower, be very responsive to their queries and needs, give them free reign in designing Web content, and engage them in quick-win SMS-based competitions. Marketing campaigns should have functional, educational and emotional components built in to successfully target youth.
Now I no longer wonder why our 13 year old is after us to provide him the Mobile, with his KPC ( Keep Parents Clueless) justification of being reachable all the time, just incase his extra classes take longer than our expectation, …blah blah blah…

7 Comments so far

  1. Dev (unregistered) on March 9th, 2007 @ 11:17 am

    Nice post. Reminds me of Japan where you find school kids with mobiles always typing out SMSs

  2. Dev (unregistered) on March 9th, 2007 @ 11:17 am

    Nice post. Reminds me of Japan where you find school kids with mobiles always typing out SMSs

    Always thought that was indulgence of a developed nation, looks like India has caught on this as well

  3. Ravi (unregistered) on March 9th, 2007 @ 11:30 am

    Interesting info, Rajesh. Am now waiting for the time when our 11 year old will slowly bring up the topic of wanting a cell!

  4. Rajesh (unregistered) on March 9th, 2007 @ 12:43 pm

    be prepared Ravi. the day may not be that long!!

  5. R.A. Levin (unregistered) on March 9th, 2007 @ 1:48 pm

    I’m not sure that the “developed nation” tag is even applicable these days, Dev.
    Much of the States (especially where I live) couldn’t be called developed, at least by international standards.
    Still, I see even pre-school age kids babbling away on those $%&*( mobiles fairly regularly. Goodness knows what they’re prattling on about,though. :))
    (or what I’m nattering about either, so I’ll shut up now. Lol!)


  6. Rajesh (unregistered) on March 9th, 2007 @ 1:52 pm

    Humm, robert, that’s what they term as Generation – GAP. isn’t it!! For these teens prattling seems to be everything life is all about!!


  7. R.A. Levin (unregistered) on March 9th, 2007 @ 2:41 pm

    Very true, Raj. Wer’e not getting any younger. :))


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