Net Gen Skeptic: More Research Questions the Net Gen Hype

The results of another study are casting more doubt on the prevailing view of the "net generation". This study, out of Ashridge Business School in the UK, produced similar results to those from our BCIT study and are consistent with research done in Australia and elsewhere in the UK.

The Ashridge study found, among other things:

• Media hype has produced a largely untrue image of Generation Y, which may be restricting their potential in the workplace and society.
• Just like any other group of human beings, Generation Y is made up of individuals. There are wide variations in their attitudes and behaviour.
• The generational landscape is complex, with many different influences and variables. Teasing out real cause and effect is a challenge.
• Generational boundaries of about 20 years do not accurately represent the backgrounds and behaviours of cohesive groups. Instead, Generation X and the Baby Boomers are better represented by being split into two ten-year cohorts, and the same may be true of Generation Y as it matures.
• Viewpoint is important. How each person sees him/herself and how others may see that person is often different and leads to stereotyped images of Generation Y and of older generations by Generation Y.

via netgenskeptic.com

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Kid Swaps iPod For Sony Walkman, Gets A Culture Shock

The pictures of the Sony Walkman in this BBC Magazine article made me feel strangely nostalgic - the actual text of the article made me laugh out loud. The Magazine invited 13-year-old Scott Campbell to trade his iPod for a Walkman for a week, and he recounts his experiences with the device, which was launched 30 years ago this week.

Campbell, apart from being amazed at the blandly colored portable music player, correctly points out that the Walkman is much bigger, heavier and generally more clunky than the digital media players he’s accustomed to seeing within his social circle.

On the upside, he writes, the ‘monstrous box’ comes with a ‘handy belt clip screwed on to the back’.

Update: ha, Campbell is one of our interns at CrunchGear!

The funniest part of the story:

It took me three days to figure out that there was another side to the tape. That was not the only naive mistake that I made; I mistook the metal/normal switch on the Walkman for a genre-specific equaliser, but later I discovered that it was in fact used to switch between two different types of cassette.

Another notable feature that the iPod has and the Walkman doesn’t is “shuffle”, where the player selects random tracks to play. Its a function that, on the face of it, the Walkman lacks. But I managed to create an impromptu shuffle feature simply by holding down “rewind” and releasing it randomly - effective, if a little laboured.

Campbell goes on to speak wise words (”portable music is better than no music”) and lists the pros and cons of the portable cassette player compared to its latter-day successor. Go read it here.

Anyone else felt a bit nostalgic about the good old cassette tape after reading?

(Picture from BBC)

via techcrunch.com

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26 June 2009 - End of the Pepsi Generation

via mobileyouth.org

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Whose Word-of-Mouth Matters? (not bloggers it seems)

via emarketer.com

However, bloggers influence the influencers who then influence this lot...

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The real life of teens - The Irish Times - Wed, Jun 24, 2009

But in recent years, moral panics are becoming even more hysterical. If you believe certain media sources, everyone born after 1990 spends their days happy-slapping, "sexting", having sex parties and drinking their own weight in alcopops. A few isolated incidents are repeatedly portrayed as typical of an entire generation. "Young people are held up as a measure of how society is doing, but they're not asking to be that measure," says Michael Barron, director of BelongTo, an organisation that works with lesbian, gay, bisexual and transgender young people. "Technically, this should be an influential position, because people are looking at them and taking their cue from them, but it's much more negative - they're only a measure of how bad things supposedly are.

via irishtimes.com

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Marketers Frustrated by Digital Cross-Channel Chasm

More than two-thirds (67%) of global marketing executives say they already are running digital cross-channel ad campaigns, but only 12% are integrating their cross-channel performance data - across TV, outdoor, mobile, print and online - when they plan, execute and measure these campaigns, according to a survey of worldwide marketing executives by Eyeblaster and TNS.

via mediabuyerplanner.com

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Iranian Gen Y on Revolution 2.0

In this stunningly beautiful and poignant essay, titled "1984" appearing in the Tehran Bureau, a young Iranian man shares how the 1984 Revolution fought by his parents' generation has effected his generation and provides a glimpse into the motivation and impetus behind the current election crisis in Iran.

"My generation is tired of being disillusioned. We refuse to accept the status quo and we have risen up in defiance. I am not sure how long it will take for the totalitarians to crush our resistance. For now though, we’re holding up just fine.

via debaird.net

Poignant share from Derek Baird

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Teens "Still Watch TV"

via techcrunch.com

Nielsen research. I think the issue Nielsen are missing is that they are conducting the research as they were 5 years ago (why change a winning formula). The challenge is making this data relevant because it's not about "watching" TV anymore it's about "paying attention".

In youth marketing, attention is your biggest cost.

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Next step in Pop Up marketing?

via joshdhaliwal.posterous.com

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Threadless + Cakes = Threadcakes!

via threadcakes.com

Funky marketing venture from Threadless. Like it?

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First Android phone for the Youth market?

via i4u.com

The Motorola Morrison. Thoughts?

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10 Things Millenials Could Teach CMOs About Marketing

via blogs.hillandknowlton.com

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Sniffing our own glue again - this time it's India

Youth will drive 3G market in India Kiran Kuchimanchi, senior vice president, Global Delivery, ValueLabs, says youth in India is extremely mobile savvy and will be the early adopters of the 3G services

via ciol.com

More examples of the Emperor's new clothes and a hint of sniffin' our own glue. This time it's the "Youth will drive 3G" approach that we've heard worldwide from tech vendors and other stakeholders who had little if no clue about what exactly the market drivers will be.

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mobileYouth featured in The Times today

via women.timesonline.co.uk

mobileYouth in the Times today

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Josh Dhaliwal - Indian teens use mobile phones to thwart taboos, tradition and, of course, their parents.

via joshdhaliwal.posterous.com

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C2C The Era of Customer to Customer (mobileYouth.org)

via slideshare.net

New slideshare - C2C

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We can't be bothered to understand you, so we'll blame it on your DNA

via newscientist.com

Note the pic includes the one non-ethnic guy. I'm sure it would have caused a furore if they showed a realistic gang picture (ie predominantly Hispanic or African American) juxtaposed against the title:

"'Gangsta gene' identified in US teens - life - 19 June 2009 - New Scientist"

But, this token white guy helps "biosocial criminologist" Kevin Beaver mollify any criticism that his study was racist. Maybe the first draft didn't make the cut thanks to a provident editor.

Racist it might not be. Ignorant it is. Blaming everything on genes creates a world where we divest any realistic responsibility of understanding how societal challenges can be addressed and ultimately solved ("because it's in their genes isn't it?").

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iPod touch users younger than iPhone users « AdMob Metrics

via metrics.admob.com

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It's business as usual in the creative world...

SINGAPORE - StarHub, Singapore's second-largest telco, has launched a series of rave parties and street performances to promote its mobile packages to youth in the city-state.

The initiative, developed in conjunction with DDB Singapore, involves ‘mobile ravers’ - groups of young dancers - showing up at popular clubs and streets in Singapore to perform a ‘mobile rave’ sequence. At the end of each performance, luminous bow ties with information about StarHub Mobile Youth Plans are handed out to drive traffic to a web portal www.freedomrocks.com.sg.

via brandrepublic.asia

Flashmobs! StarHubs thinks it can win youth votes with a clever marketing stunt... No let me rephrase that, Starhub's agency told them they could win youth votes with a clever marketing stunt.

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Zain Bahrain introduces '7ada eeZee' youth package promising top technology and affordability | Zain (MTC)

Zain Bahrain introduces '7ada eeZee' youth package promising top technology and affordability

Zain Bahrain has announced that it will launch a special 'all-frills' prepaid package especially for young users below the age of 25.

via ameinfo.com

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Mobile Phone Market Research India

Phone manufacturer usage

April 2009 ending quarterly Average -  India Urban Mobile Phone Users (N=5,775)

Brands	Installed base*
	GSM	CDMA	Total (GSM + CDMA)
LG	4.4%	47.6%	14.4%
Motorola	7.8%	5.4%	7.2%
Nokia	62.6%	24.3%	53.7%
Samsung	9.0%	11.2%	9.5%
Sony-Ericsson	8.9%		6.8%

* – Users currently using the phone model

On looking at the ability of manufacturers to gain market share via word of mouth, Nokia and Sony-Ericsson fare a lot better compared to the other three big manufacturers, with 2 out of 3 users for each of the two manufacturers mentioning they are likely to recommend their handset to their friends.

Phone manufacturer usage

April 2009 ending quarterly Average – India Urban Mobile Phone Users (N=5,775)

Model	Installed base*
	Likely to Recommend**
LG	57.6%
Motorola	41.0%
Nokia	68.6%
Samsung	55.7%
Sony-Ericsson	65.3%

* – Users currently using the phone model

**Likely to recommend current phone manufacturer to others

via pluggd.in

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Nokia Siemens helping Iranian regime?

via news.bbc.co.uk

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The Long Tail and the end of the "department of hits"

via en.wikipedia.org

An idea of mine in progress: The Department of Hits

Your product ideas come from your Department of Hits - the department also known as product innovation, product development and product management; the brains tasked with the challenge of coming up with hits. Anything less than a "hit" is a failure because we can't profitably manage or market it.

Scarcity need hits. When you only have limited shelf-space and window display at HMV you need Britney and Madonna to deliver maximum returns.

But what happens when you have unlimited shelf-space? What happens when the bottlenecks that stand in the way of distribution and marketing begin to disappear?

The world that Blockbuster built - a world built on the back of gold records, hits and stars still works but begins to fray at the edges. While we still obsess over hits, they are not the force they once were. The world outside of the mainstream is now extends beyond than the comic store and the library.

Crowdsourcing and the Long Tail are two economic phenomena yet to get hitched. The move to digital and the emergence of Long Tail economics has lowered the waterline, revealing a whole new terrain that for eternity has existed undiscovered below water.

Crowdsourcing is the strategic key to unlocking the potential of Long Tail economics enabling brands like Threadless, GoldCorp, Maruchan, @Cosme and Jones Soda to profitably accommodate customer ideas rather than their internal "department of hits"

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The Rise of the Amateur, decline of the expert

via youtube.com

See also @Cosme in Japan, recently published a best-selling makeup manual comprising 1.2 million reviewers. http://www.cscoutjapan.com/en/index.php/tag/crowdsourcing/

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Jones Soda

via youtube.com

Where was your brand?

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Best ad for Iphone app store yet? (consumers are your marketing dept)

via youtube.com

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thinking marketing: The end of awareness

Why do we still measure awareness? I suppose it allows us to justify the media schedule but some brands still treat it as the key measure. We have measured it historically because it was the easiest thing to measure and the measure most likely to shift. So that gave us a warm feeling.

via thinking-marketing.blogspot.com

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70% of "users" open to mobile advertising

Market and consumer survey shows 70 percent of U.K. mobile users are open to receiving mobile advertising

via advertisingmatters.wordpress.com

Sniffin' your own glue... good luck

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Why Pepsi will fail in New Media (New Media, Business as Usual)

via facebook.com

Taken from my slideshare presentations at
http://www.slideshare.net/mobileYouth

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The War for Attention

via facebook.com

Taken from my slideshare presentations at
http://www.slideshare.net/mobileYouth

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Top 50 Follow Friday Twitterers in Youth Marketing & Trends

Top 50 Follow Friday Twitterers in Youth Marketing & Trends

via youthtwit.posterous.com

For twitterers - a list of 50+ people that youth marketers should follow

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In the Future - Slide from Facebook | My Photos - Steal Me II

via facebook.com

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Threadless slide from Facebook | My Photos - Steal Me II

via facebook.com

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Scion slide from Facebook | My Photos - Steal Me II

via facebook.com

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Threadless Slide from Facebook | My Photos - Steal Me II

via facebook.com

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South Africa's Gen Y still keeps marketers guessing

South Africa's Gen Y was the first generation to only know freedom, to be exposed to the computer age from nursery school if not before, and to have little or nothing to rebel about. Philip Hendrickse, MD of strategic consultancy Strats Inc, which has invested heavily in exploring the foibles and drivers of the different generations, believes that this vast generation knows that what it has going for it, is good.

via bizcommunity.com

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Social Values Sell - Staples Taps Facebook to Help Young Customers Give Back

A new social marketing campaign from Staples aims not only to drive young people to stores, but also to help them lend a hand -- or a Sharpie, as case may be -- to the less well-off.

The office and school supplies retailer tapped New York agency Mr Youth to create a Do Something 101 Facebook page and an "Adopt a Pack " Facebook application where participants can tag friends, virtually "fill" a backpack with school supplies, and then go to a Staples store to buy the supplies they selected and have them donated to other students who are living in poverty.

The target audience is high school students and teens who might want to assist the 13 million children in the U.S. living in poverty.

via clickz.com

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New Orleans startup following Threadless business model?

If you know NOLA, you know the 504. Even if you are living abroad you might still have your 504. If you get a call and you see the 504 you know it’s someone touching base from home. It matters because it’s our number.

via dirtycoast.com

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Ideas on Youth Marketing from Suntory

So - youth Marketing is facing the same difficulty as any other sector wanting to appeal to Generation C -  the struggle of letting go of control.

Key messages from the video are:

• It’s critical that organisations find authentic wasy to engage with customers
• The fastest growing Generation C focussed organisations such as Threadless don’t employ third party agencies. This frees up lots of budget to work with customers to develop new, successful products and services
• Politically, this will upset a lot of vested interests as Generation C demands that traditional marketing departments and marketing/advertising agencies change their game from pushing to co-creating messages and content.

via jakepearce.com

Aisha Dajipunga works for Frucor owned by Suntory, a large Japanese food and beverages company with brands ranging from Haagen Daz ice cream, V energy drinks to Suntory Oolong Tea.

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Red Bull Marketing Stunt

On June 11th, the popular driver Brian Vicker and his car (the most famous one, bearing the Red Bull colors) took over 7th Avenue in New York. The crowd was treated to be able to see the crazy race along the avenue. The brand pushed the concept to the very end, as there even was a pit stop where a crew changed the tires of the car before it sped off again!

The street marketing concept seemed to have impressed the spectators a great deal, and broadcasting it on the Internet allowed it to reach a wider audience. The YouTube views so far aren’t very impressive (100,000), but perhaps the real buzz hasn’t begun yet...

via culture-buzz.com

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80 Million Millenials in the Workplace (60 Minutes Video)

via radiantjourney.ca

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U.S. mobile music revenues to decline to $740M in 2013

With 2009 marking the tenth consecutive year of declining CD sales, eMarketer forecasts U.S. sales of recorded music will drop from $8.4 billion in 2008 to $5.52 billion in 2013--while online sales will experience healthy growth and physical formats will continue to plummet, mobile music sales will trend slightly downward, falling from $820 million last year to $740 million in 2013. According to eMarketer, spending on CDs and other physical sound carriers dwindled to $5.8 billion in 2008, down 60 percent from a peak of $14.6 billion in 1999--physical sales will generate just $960 million in revenues by 2013. "Unfortunately, the sum of online and mobile will not compensate for losses in physical, but it will slow down the rate of those losses to a 2.9 percent drop in 2013," says eMarketer senior analyst Paul Verna.

via fiercemobilecontent.com

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Iran's internet-savvy youth sidestep the regime

The Islamic Republic is fully aware of online social networking's potential to challenge the regime's narrative. The regime is also certainly studying the uprisings that took place in Serbia, the Ukraine, Georgia, Kyrgyzstan and Moldova. The most recent election related protest in Moldova, known as the "Twitter Revolution" because of that site's role in coordinating demonstrations, probably generates the most important lesson on how to disrupt such uprisings: a crowd without a coordinated message soon becomes an unruly, dispirited and discredited crowd. In keeping with this lesson, the regime shut down internet and cell phone service when the protests started, making it much more difficult to access social networking sites and news sources not controlled by the government. The Iranian state is well practiced in such censorship. It had already interrupted access to Facebook in the days leading up to the election and the judiciary blocks approximately 1,000 web sites per month.

However, the country's draconian internet filtering is no match for the one-third of Iranians between the ages of 15 and 29 who are interconnected and politicised by virtual social networks. At the very least, tech-savvy young Iranians – Mousavi's primary voting bloc – have grown accustomed to circumventing the regime's relentless effort to stifle their freedom of expression and remain somewhat well informed.

via guardian.co.uk

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Indian youth drive up mobile complaints in consumer courts of Chandigarh

After the advent of mobile phones, complaints related to the telecom sector jumped from 88 in 2006 to 634 so far in 2009.

Majority of complainants in these cases are youngsters. An official at the consumer forum said more than 50 per cent of the telecom-related complaints are filed by youngsters.

These complaints range from overcharging, change in the SMS package without notice, defective mobile sets and non-functional games, among others.

via indianexpress.com

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Now I Can Drink Me - 12 Future Youth Marketing Trends Here Today

via slideshare.net

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Texting is a measure of social standing and cause of lack of self esteem - Josh Dhaliwal

American teen-agers sent and received an average of 2,272 text messages per month in the fourth quarter of 2008. That averages out to about 80 messages a day, which is more than double the average from last year.

via joshdhaliwal.posterous.com

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Mobile Marketing Magazine: AdMob Reveals iPhone User Trends

The research found that 5 in 10 consumers on both iPhone and iPod touch devices use the mobile web more frequently than they read printed newspapers. More than 40% reported using the Internet on their mobile device more often than using the Internet from their computers or listening to the radio. 
Other findings include:

• iPhone users are generally older. 69% of iPod touch users are between 13-24 years of age, while this same age segment represents just 26% of iPhone users. 31% of iPhone users are 35-49 years old, while only 12% of iPod touch users fall in this age segment. In total, 74% of iPhone users are over the age of 25, compared to 31percent of iPod touch users.
• More than 70% of users on both the iPhone and iPod touch are male.
• In line with the older demographic composition of iPhone users, they also have higher incomes. 78% of iPhone users have an annual household income of at least $25,000, compared to only 66% of iPod touch users. 
• iPhone users are more likely to have children than iPod touch users, most likely due to the age difference in the two groups. 46% of iPhone users have children, compared to only 28% of iPod touch users. 
• In the next six months, iPhone users plan to buy clothing (57%); entertainment (47%); and travel (45%); while iPod touch users plan to buy clothing (61%); entertainment (53%); and cell (mobile) phones (36%).

via mobilemarketingmagazine.co.uk

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Vodafone Germany and RealNetworks mobile ringback tone service is crippled by pricing | GoMo News

Vodafone Germany has relaunched it’s Caller Ring Back Tone portal today, complete with a new design based on RealNetworks tech. Along with some visual and user-interface tweaks, it now has a “shuffle mode” - and a pricing structure that renders the service completely irrelevant. Well done!

The new shuffle function allows users to create a track list that will play a different, randomly selected song or melody every time a call is incoming. There’s a lot of modification that users can apply to the playlists. You can specify different track lists to be used for different callers, or groups of callers. You can specify that certain tracks or lists be played at certain times of the day, or different days during the week.

The service costs EUR 0.99 per month to activate. It then costs you a further 2 euro PER TRACK - and the track can be used for a maximum of 12 months.

via gomonews.com

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Student Filmmakers & the Recession: Telling the "We Story"

via debaird.net

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Changing Asias from Bates 141: China youth - Changing and surprising us always!

via changingasias.blogspot.com

New survey on Youth in China

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Wouldn't it be great if we Youths are the ones who DOES it? - The Mobile Youth Network

What say you if there is a channel that engages the youths themselves to market among their community? I am not saying there would not be a need for PR/Events/Ad agencies but youths can be at the forefront in 'connecting' with these commercial brands.

via mobileyouthnet.com

Post by Bernard Hor on mobileYouthnet

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Youth in Iran

Around 60% of the population of Iran is under 25 years of age and they tend to be more world aware, politically aware and technologically connected. Many of them had not voted before this election and this is their first time to be involved with the political situation and they are not happy withe the way politics is working in their country.

What is interesting following the aftermath of the result is tha way that the younger generation is using technology to challenge the elction result. They are using blogs, social network sites and mobile phones to spread messages, let the outside world know and see what is happening and organising their rallies and strategies. Here are some examples from the BBC website:

“He added that tags like “IranElection” on the social networking site Twitter have attracted huge numbers of “followers”. These tweets often reference a YouTube clip or a URL, thus further increasing the audience, he said.

A YouTube spokesperson said there had been an increase in activity for all types of videos related to the Iranian election. People were turning to the video-sharing website to get the latest from people on the ground who had “uploaded their experiences live and in the midst of the action”, the spokesperson added.

via youthmesh.org

Interesting blog on youth in emerging markets

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