(mobileyouth) the 2011 smart index: handset brands
DESCRIPTION
Download the full SMART index data http://www.mobileyouthreport.com Keywords in this presentation SMART, advocacy, word of mouth, influence, earned media, youth, teens, gen-y, generation y, geny, millennials, trends, marketing, keywords, engagement, advertising, social media, telecoms, handsets, mobile, mobile youth, mobileyouth, graham brown, malaysia, asia, south africa, usa, america, nokia, blackberry, sonyericsson, motorola, lg, samsung, apple, iphone, bbm, apps, appstore, survey, research, data, statistics, case studies, insightsTRANSCRIPT
ThemobileYouth®SMARTindex:
HandsetBrandsandYouth2011
Measuring youth influenceand
advocacy to predict future
handset brand strength and
marketshare.Keyfindingsfrom
the3marketpilotMobileYouth
SurveybymobileYouth®
ThePowerofInfluenceWhichhandsetbrandsareyouthrecommendingthemost?
Wherecaneachbrandfinditsbeachheadofvocalfans?
Howdoesinfluencevarybybrand,age,genderandlocaDon?
Full Survey Data Available
http://www.MobileYouthReport.com
SmartphonesneedSMARTbrandsWinningtheinfluenDalyouthsegmentmeansusingtherightmetrics,
that’swhywepioneeredthemobileYouth®SMARTindex–asimple
measureofyouthadvocacythatstronglycorrelateswithprofitability
Full Survey Data Available
http://www.MobileYouthReport.com
1.KeyQuesHonsAnswered
Full Survey Data Available
http://www.MobileYouthReport.com
Blackberry:AppstoreorBBM?WhydoesBlackberryneedtofocus100%onBBMandlessontheapp
store?WhydoesBBneedtostartinvolvingyouthinitsproduct
developmentprocesstostayaheadofthecurve?
Full Survey Data Available
http://www.MobileYouthReport.com
Apple&Teens:Pandora’sBoxWhyarethenext3yearsgoingtobearealtestofApple’scontrolbased
businessmodelasanincreasingnumberofteensgetholdofIphones?
Full Survey Data Available
http://www.MobileYouthReport.com
Samsung:ReliabilityorInnovaHon?WhyisSamsung’sfuturebrandstrengthwithyouthdependantonits
abilitytobecomethemostreliablehandset?Whyisaheavyfocusonthe
appstoreandhightechadistracDonforSamsung?
Full Survey Data Available
http://www.MobileYouthReport.com
MotorolaorSonyEriccson?Whyisthesurvivalofthesebrandsdependantonwhichonewinsthe
20‐24yroldmalestudentmarket?Howcantheyturncashless
innovatorsintotheirleadingsourceofbrandappeal?Whywillonlyone
ofthesemobilebrandssurviveintact5yearsfromnow?
Full Survey Data Available
http://www.MobileYouthReport.com
Nokia:GameOverorLastLife?Whydo25‐29yroldsrepresentthebridgebetweentheNokiabrandand
thelostteenagegeneraDon?WhyisNokia’sposiDoninemerging
marketsunderthreatfromtheBig3?WhatdoesNokianeedtodonow?
Full Survey Data Available
http://www.MobileYouthReport.com
2.AbouttheMobileYouthSurvey
Full Survey Data Available
http://www.MobileYouthReport.com
ThisDocument:
Youarereadingasummarizingthekey
findingsandrecommenda6onsfromthe
2011mobileYouthSurvey(2011MYS).
Allchartsareavailablefordownloadat
www.MobileYouthReport.com
The Survey was conducted by
mobileYouth with the Youth Research
Partners in 3 markets (Mr Youth USA,
Rlabs SA and Youthworks Malaysia) to
testandshareourfindings.
MYS2011Contains3elements:
1)SMARTIndexscores
2)ThemobileYouthBrandHeatmap
3)Recommenda6ons
MYS contains key implica6ons about
marke6ngandproductdevelopmentfor
handsetbrandsglobally.
Ifyouarefocusedonyouthyouwillfind
data and recommenda6ons that will
both challenge your assump6ons and
placeyouaheadofthecurve.
Whatisthisdocumentand
whyshouldIreadit?WhitePaperonyouthinfluenceandhandsetbrands
Full Survey Data Available
http://www.MobileYouthReport.com
BehaviortoAXtude:
Companies need to move from relying
onbehaviorbasedmetricstoaQtude.
Behavior is historical, aQtude future‐
facing. In the table we compare the
qualita6ve differences. What value, for
example,anothersurveythatshowsUS
youth use 3,000 texts a month? We
believe such data simply adds to the
noise.Wecreatedthe2011MYStohelp
brandsfocusontheonekeymetricthat
maWersnow:recommenda6on.
Behavior AXtude
Example SMSUsage Brand
Recommenda6on
Timeframe LastQuarter NextQuarter
Use Repor6ng Predic6on
Comparing Behavior and AXtude
BasedResearchDatainYouthMarket
Whydidwecreatethe2011
mobileYouth®Survey?APowerfulTooltoMeasureandForecastBrandStrength
Full Survey Data Available
http://www.MobileYouthReport.com
Forecasts&ImplicaHons
Apple: Market share will increase in
15‐19 year olds. App store piracy and
hacking to increase. Poten6al legal
issuestoApple’scontrolbasedmodel.
Blackberry: Con6nued strength in 20‐
something females esp. Emerging
Markets. Focus less on Appstore more
ondoingonethingwell(BBM).
Samsung: Recommenda6on driven by
reliability&durabilitynoapplica6ons.
SonyEricsson &Motorola: Both occupy
samebehavioralnichewhenitcomesto
recommenda6on.Onlyonecansurvive.
Support beachhead of 20‐24 yr old
males.
Nokia: Broad appeal eroded by niche
players–Apple(innova6on),Blackberry
(social badge) and Samsung (cost).
Needstoleverage25‐29yroldstoactas
marke6ngrolemodelsto15‐19yrolds.
2011mobileYouth®
SurveyResultsASummaryofFindingsfromthe2011MobileYouthSurvey
Full Survey Data Available
http://www.MobileYouthReport.com
3.MeasuringInfluence
Full Survey Data Available
http://www.MobileYouthReport.com
RecommendaHonDrivesProfit:
65% of youth handset purchases are
driven by word of mouth. What youth
sayisfarmoreimportantthanwhatour
marke6ngdepartmentssay.
The challenge ismoving fromoutdated
marke6ng models to more effec6ve
oneswithoutfindingsuitablemetricsto
measure performance. That’s why we
developed the SMART index – a
powerful tool to help mobile brands
becomepartofyouthconversa6ons.
BadMetrics=BadResults:
TheoldMcKinseysaw“Whatmeasures
gets done” holds true in every
organiza6on. Widely used does not
meansuccessful.Bewarefalsewisdom.
Most agency metrics are too
complicated to ac6on requiring a
reliance on the agency itself to both
interpretand implementmeasurement.
That’s why we’ve kept it simple – the
Simple Mobile Advocacy and
Recommenda6onTracker.
WhatisthemobileYouth®
SMARTIndex?SimpleMobileAdvocacy&RecommendaDonTracker
Full Survey Data Available
http://www.MobileYouthReport.com
ASimpleYES/NOQuesHon:
Survey1000youthaskingasimple
ques6on“Wouldyourecommendthis
brandtoafriend?”
RecommendedBrands(+%SMART)
650youthrecommendedthebrandand
350didn’t,theSMARTindexis
(650‐350)/1000=+30%
IgnoredBrands(‐%SMART)
375youthrecommendedthebrandand
625didn’t,theSMARTindexis
(375‐625)/1000=‐25%
HowdoesthemobileYouth®
SMARTIndexwork?SoSimpleYouDon’tNeedanAgencytoTellYouYourResults
‐30%
‐20%
‐10%
0%
10%
20%
30%
40%
RecommendedBrand IgnoredBrand
Full Survey Data Available
http://www.MobileYouthReport.com
65%ofYouthBuyHandsets
BecauseofPeerInfluenceAreyoufocusingonPaidorEarnedMedia?
Full Survey Data Available
http://www.MobileYouthReport.com
Whyshouldyoumake
RecommendaHonthe#1metric?ChangeinprofitstronglycorrelatedtochangeinSMARTindex
Full Survey Data Available
http://www.MobileYouthReport.com
AppleBlackBerry
Samsung
MotorolaSonyEricsson
Nokia
CHANGEIN
SHAREOF
MARKETPROFIT
SMARTINDEX
60% -60% -40% -20% 20% 40%
20%
60%
40%
-60%
-40%
-20%
Handset brands that have successfully
increased their recommenda6on scores have
alsoseenanincreaseintheirshareofmarket
profit as a % share. For example, Apple’s
SMART index recommenda6on score for
youth has increased nearly 50% while its
share of total markets has increased nearly
50%
Source:mobileYouth2011
SMARTindexscorescomparedRecommendaDon:Thesingleyouthmetricthatdrivesallmetrics
WordofMouthMulH‐Dimensional
ToplevelSMARTscoresonlytellpartof
the story. Nokia, for example, has a
youth SMART score of ‐20% sugges6ng
poor performance. But focus only on
25‐29 yr olds and the score rises to
+10%. Consider males and it rises
furthers6ll.
SMARTTargeHng
Sell to the sold. It’s the sold that
par6cipateinproductdevelopmentand
generate EarnedMedia for your brand.
It’s the sold that forgive youwhen you
screwup. It’s thesold thatare thefirst
to buy the new products. SMART tells
youwhereyourfansare.
Full Survey Data Available
http://www.MobileYouthReport.com
SMARTindexcomparison2011Whichbrandsareyouthrecommendingthemost?
Source:mobileYouth2011
Full Survey Data Available
http://www.MobileYouthReport.com
+45% +40% +33% +11% +2% ‐12%
mobileYouthSMARTindexscores
Our2011Surveyiden6fiedtheBig3ofYouthEarnedMedia:Apple,BlackberryandSamsung.
Theyarealsothe3mostprofitablebrands.AnalyzingSMARTscoresbyage,genderandregion
revealseachbrand(fromAppletoNokia)hasitsownkeyBeachheaditneedstofocuson
4.SampleBrandHeatmaps
Full Survey Data Available
http://www.MobileYouthReport.com
Full Survey Data Available
http://www.MobileYouthReport.com
Ifyoudon’tknowwhoyourfans
are…youonlyhavecustomersWhereisyourBeachhead?Howdoyoumeasureyourimpactonthem?
Key
RedHot
Hot
Warm
Cold
IceCold
NoData
USA SouthAfrica Malaysia
Apple
Blackberry
Samsung
Motorola
Nokia
SonyEricsson
HTC
LG 15‐19 20‐24 25‐29
Moto‐
rola
Male Female
Sony
Ericsson
ThemobileYouth®2011SMARTbrandheatmapwherearethehotspotsforyouthwordofmouth?
Moredata&insights:www.MobileYouthSurvey.com
Source:
mobileYouth2011
15‐19 20‐24 25‐29
Black‐
berry
ExtensiveDataAvailableat
www.MobileYouthReport.com
Preview
Full Survey Data Available
http://www.MobileYouthReport.com
SampleSMARTindexdataFemalesdriveBlackberryEarnedMediainSouthAfrica
SouthAfrica
Apple
BlackBerry
Samsung
Motorola
Nokia
SonyEricsson
HTC
LG
KEY
REDHOT
HOT
WARM
COLD
ICECOLD
NODATA
Source:mobileYouth2011
Full Survey Data Available
http://www.MobileYouthReport.com
USA
Apple
BlackBerry
Samsung
Motorola
Nokia
SonyEricsson
SampleSMARTindexdataSurveyrevealskeyMotorolabeachheadin20‐24yrmales
KEY
REDHOT
HOT
WARM
COLD
ICECOLD
NODATASource:mobileYouth2011
Full Survey Data Available
http://www.MobileYouthReport.com
20‐24yrolds
recommend
Motorolathe
most
15‐24yrs
failto
recommend
Nokiaatall
but25‐29yr
oldsare
posi6ve
Moredata&insights:www.MobileYouthSurvey.com
Source:
mobileYouth2011
SMART:MotorolaandNokiaAcloserlookatthedatarevealskeybeachheadsoverlooked
MoreHeatmaps,ChartsandDataAvailableat
www.MobileYouthReport.com
Preview
Full Survey Data Available
http://www.MobileYouthReport.com
BEHAVIOR DEMOGRAPHIC BRANDs
PIRACY 15‐19yrmales Apple
ACCESSORIZATION 20‐29yrfemales Blackberry
ASSURANCE Allages Samsung
SELF‐DISCOVERY 20‐24yrmales Motorola,SonyEricsson
NOSTALGIA 25‐29yrm&f Nokia
5YouthBehavioralTrendsWhichtrendswillimpactwhichbrandandwho’sdrivingthem?
Full Survey Data Available
http://www.MobileYouthReport.com
5.5KeyQuesHonsYouNeedtoAsk
Full Survey Data Available
http://www.MobileYouthReport.com
Full Survey Data Available
http://www.MobileYouthReport.com
1.ArewetargeHngcustomersorfans?
Full Survey Data Available
http://www.MobileYouthReport.com
2.WhereisourBeachhead?Where
arehotspotsonourBrandHeatmap?
Full Survey Data Available
http://www.MobileYouthReport.com
3.Whataretheirkeydrivers?Howcan
wewinshareofcustomernotmarket?
Full Survey Data Available
http://www.MobileYouthReport.com
4.WhatisourSMARTindexscore?
DoesourmarkeHngincreaseor
decreaseit?Whatisourtargetscore?
Full Survey Data Available
http://www.MobileYouthReport.com
5.Howdoweknowwe’rehalfway
there?
6.MoreInformaHon
Full Survey Data Available
http://www.MobileYouthReport.com
TechnicalData
abouttheSurvey
Methodology:
• The research was conducted across 3
countries:UnitedStates,SouthAfrica&
Malaysia.
• 2011 MYS covered 3638 respondents
acrossthe3countriesbetweentheages
of15‐29.
• A mix of both offline and online
method was adopted to collect
responses.
• Handset brands included: Apple
iPhone,BlackBerry,Samsung,Motorola,
Nokia,SonyEricsson,HTC,LG
Full Survey Data Available
http://www.MobileYouthReport.com
Partners
mobileYouth
MrYouthUSA
RlabsSouthAfrica
YouthworksAsia
To access detailed data and insights
specific to your market or to discuss
howtheseinsightscouldalsobeapplied
to your company/market then refer to
thenextslide:Ac6onPoints.
Getthefullversion&charts
www.MobileYouthReport.com
Full Survey Data Available
http://www.MobileYouthReport.com
MobileYouthReport:
Youareviewingapreviewversionofthe
Mobile Youth Survey without the
extendedbrandheatmapsordatasets.
Our exis6ng clients have full access to
the 2011Mobile Youth Survey, the full
downloadable file, insights and
recommenda6onshere:
www.MobileYouthReport.com
The site also gives you access to over
400 charts for 65 countries detailing
youthmobileculture.
Downloadthe2011SurveyData
To access the data and downloadable
chartsyouneedtosignupat
www.MobileYouthReport.com
If you’d prefer to talk to a youth
specialistthencallmobileYouth:
UK:+442032863635
NorthAmerica:+16468673635
SouthAfrica:+27110836351
Asia:+85281763650
MOBILEYOUTHyouth marketing mobile culture since 2001
THE MOBILEYOUTH 2013 REPORT
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MOBILEYOUTHyouth marketing mobile culture since 2001
THE MOBILEYOUTH 2013 REPORT
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