mobile trends in teens and tweens-new1.1
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Study-Mobile Trends in Teens and Tweens
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Youngistaan
230 Mn
Teenagers
Instant is the Buzzzzzin the teen world. e.g. instant message,
instant music, instant food etc. etc.
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Defining Teen Culture
Problems, concerns, worries shared with friends, not
family. Substitute for love - Luxury
No concept of saving
Influence of peer group Me Too
Prolonged conversations Night usage
Research done by Prof. Dindayal swain and Suprava Sahu
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Income Category: SEC A, SEC B
Age Group : 10-19 yearsPersonal Interviews with 150
school going children
Across NCR
Study Demographics
Schools
Category A schools of the likes ofBirla Vidya Niketan, Bluebells,
CJM, DPS RK Puram, DPS
Indirapuram, DU, Modern School
etc.
Objective: To Study the Triggers and Barriers for Teens going Mobile
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Ownership Trend
Opportunity - 57% of non mobile owners use their parents / siblings phones
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Ownership Profile
Mobile Ownership is significantly higher amongst the older age group
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Interest Areas
Net Surfing and Talking on Mobile are amongst the top 2 daily activities
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Distribution of Pocket Money
Mobile Bill Expenditure is amongst the top 3 expenses
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Non Mobile Owners..
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ITP to buy a Mobile
57% of the teens, have a strong desire for a mobile, forming a potential market for Airtel.
Expenses They May Forego
5- Very Strong desire to own a mobile1- Dont want a mobile phone presently
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Potential Drivers
Friends influence is a key trigger.
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Purchase Barriers
Parents inhibition is a key barrier. Thus market to parents.
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Perceived Eligible Age to Go Mobile
41% teens are perceived to go mobile over the next one year.
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Parents are the Financers
Going Mobile Incentive for Good Results, Admission in College
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Mobile Owners..
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Brand Preference
Nokia has a 50% share in this market vis-
-vis a 74% share in the entire market.
Airtel is the leader with 44% share closely
followed by Vodafone
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Service Providers Preference Age wise
Children as they grow become price sensitive hence look for cheap operator.
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Reasons for Choice Of Service
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Second Preference
Vodafone dominated the recall followed by Airtel.Connections like Virgin Mobile and Aircel had a
recall because of advertisements.
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Prepaid/Postpaid Connection
Parents preference is the maindriver for postpaid connections.
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Age of children going mobile
Present Pre-teens havegone mobile very early
Present teens have gonemobile around the age of
13-14
Older kids have gonemobile relatively later
around 15-16 years
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Purchase Drivers
Peer Influence and privacy-key
purchase drivers.
Triggers of Purchase
Parental Consent -major trigger forpurchase. Security issues big trigger
amongst girls and tuition goers.
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Occasions For Gifting
32% teens been gifted mobiles, most commonly on birthdays by parents.
A i d
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In most cases the teen recognizes the need for a mobile but the father pays for it andaccompanies to purchase it.
Paid For the MobileAccompanied toPurchase it
Need Trigger
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In the Age band of 10-16 years, usually father makes the above decisions but in the Ageband of 17-19 years, the children take these decisions themselves.
The choice of handset is most important for teens and they chose it themselves.
Decision RegardingService Provider
Decision RegardingTariff Plan
Decision Regardingthe Handset
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Mobile Related Activities
The most frequent activities on mobile include Calling, Messaging and Listening to
Music.
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Activities like Playing Games and VAS are more popular for the Age Group 10-16whereas for older children, National and International Calling and Messaging become
more frequent .
Age Wise Bifurcation
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Ranking of Features
Most important feature for majority of the teens is Calling followed by Messaging.
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Monthly Mobile Expenditure
Mobile bills are higher for older teens.
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Brand Association
Airtel is mostly associated with Good Connectivity whereas Vodafone is associated withtheir advertisements on television.
Airtel is also associated with high costs making it a premium brand.
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In the minds of the teens, Idea is associated with Democracy and Abhishek Bachan andReliance is perceived to be a lower end brand. Both of them are also associated with poor
connectivity.
Brand Associationcontd.
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Virgin Mobile and Aircel both new brands are associated with their advertisements.
Brand Associationcontd.
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Government School Study
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Income Category : SEC C, SEC D
Age Group : 15-17 years
Personal Interview with 52
school going children- Across
New Delhi
Study Demographics
Schools Covered
Government schools of the
likes of Kendriya Vidyalaya,
Senior Secondary School for
Girls etc.
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Ownership Trend
Opportunity - 76% of non mobile owners use their parents / siblings hones
I A
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Interest Areas
Watching Movies and Mobile Related Activities amongst the top 2 daily activities
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Non Mobile Owners..
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Only 19% of non mobile using teens want a mobile very strongly. Most of themcurrently, have a very faint desire for a mobile.
ITP to Buy a Mobile Expenses they may Forego
5- Very Strong desire to own a mobile1- Dont want a mobile phone presently
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Key Driver- Peer
Influence
Potential Driver Current Barriers
Key Barriers- ParentInhibitions and Age factor
Alternate MobilesUsed
Teens use a house mobile orelder siblings mobile to talk
to friends.
Ti i d f G i R t A il bilit f
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Teens Willing to buy cheap handset of Rs.1000-2000 with initial free connection
Time period for GoingMobile
Response to Availability ofCheap Handset
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Parents are the Financers
Going Mobile Incentive for Good Results, Admission in College
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Mobile Owners..
H d t U d
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Handset Used
Maximum market share with Samsung followed by Nokia and local instrumentsavailable with connection
R f Ch i f
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Idea is the dominating connection, followed by Vodafone and Tata Indicom.
Mobile Service Used Reasons for Choice ofService
S d P f
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Second Preference
Reason for choosing the above mention connections:Airtel Good Connectivity
Vodafone Good Connectivity/ Good Offers
Tata Indicom/ Dolphin Low Cost
Prepaid/Postpaid
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Prepaid/Postpaid
Teens choose prepaid because of lower costs.
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Most teens want a mobile to keep in touch with family and security reasons.
Purchase Drivers Triggers of Purchase
N d T i
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Need Trigger
Most teens initially recognize the need for a mobile phone themselves.
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In 70% of the cases father pays for the mobile phone as well as goes to purchase it.
Paid for the Mobile Accompanied to Purchase it
Decision RegardingDecision Regarding Decision Regarding
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Decision RegardingHandset
Mostly father decides on the service provider, the tariff plan and the handset.
Decision RegardingService Provider
Decision RegardingTariff Plan
M bil R l t d A ti iti
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Mobile Related Activities
Calling, Messaging and Playing Games are the most common activities on mobile.
Monthly Mobile Expenditure
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Monthly Mobile Expenditure
80% of the teens spend less than Rs.300 on their mobile recharge.
Brand Association
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Brand Association
Majority of the teens related Airtel to good Customer Service
Whereas the related Vodafone to Good Offers and Schemes.
Brand Associationcontd.
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Majority of the teens related Idea and Reliance to be Affordable and Value for Money.
Brand Associationcontd.
SummaryIncome Class SEC A&B
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SummaryIncome Class SEC A&B
Problems
Mobile Owners
Vodafone is perceived as value for money /
Affordable Brand in Older Teens
Non Mobile Owners45% children belonging to Age Group 10-13
do not own a mobile.
25% children in Age Group 14-16 non mobile
owners
Proposed Solutions
Airtel should come across as a youth and an
affordable brand as teens are sensitive
towards mobile expenses. Devise a more
effective way to Communicate schemes and
offers available.
Since Parents are the prime source forbuying a mobile connection for teens , all
communication should be designed keeping
parents as target audience
Posters and fliers can be put around tuition
centers as joining tuitions is a critical timefor teens going mobile.
Special offers for ocassions like Bdays etc
SummaryIncome Class SEC C&D
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Problems
Mobile Owners
50% of the teens preferred Vodafone if
asked their second preference.
Non Mobile Owners
Only 19% penetration in SEC C&D classGreat opportunity.
Parents are the financers for the kids
mobile phones
Proposed Solutions
Should position itself as a an affordable
brand and communicate offers and schemes
available.
Connection Bundled with Handset haveacceptance.
An offer can be extended to kids on
Prominent occasions such as class XII results
and 18th Birthday.
y
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Thank You..