The full briefing by Graham Brown is available for download at http://www.YouthResearchStore.com

1. Youth and mobile shopping: make it social
New research briefing by Graham Brown
mobileYouth www.mobileYouth.org
MOBILEYOUTH ®
youth marketing mobile culture since 2001
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2. Youth and mobile shopping: make it social
Only 10% of mobile shopping is transaction
MOBILEYOUTH ®
youth marketing mobile culture since 2001
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3. Youth and mobile shopping: make it social
...the rest is EXPERIENCE
MOBILEYOUTH ®
youth marketing mobile culture since 2001
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4. Youth and mobile shopping: make it social
Shopping is and always has been a social experience
MOBILEYOUTH ®
youth marketing mobile culture since 2001
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5. Youth and mobile shopping: make it social
...but not “social” as in “social media”
% youth using mobile app by scenario
Show friends how to use app
Increasingly social scenarios
Shopping with a friend
At the mall with friends
At school with friends
Watching TV at home
Browsing internet on PC
When alone
0% 30%60%90%
source mobileYouth based on ABI research 2012
MOBILEYOUTH
youth marketing mobile culture since 2001
®
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6. Youth and mobile shopping: make it social
“Social” shopping means using technology to
Youth use apps to overcome loneliness &
separation by connecting with friends { Messenger apps
source mobileYouth via Pew Global Research and Flurry
Social networking apps
Photo sharing apps
Analytics 2012
Video chat apps
Mobile games
Music apps
Shopping apps
0% 30% 60% 90%
% youth using mobile app when alone by app type
reclaim what’s lost to the next generation
MOBILEYOUTH
youth marketing mobile culture since 2001
®
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7. by Graham D Brown
About
Graham Brown: technology industry analyst, business author and public speaker
Themes: social business, technology marketing, youth culture, consumer behavior, social
psychology and digital anthropology
Testimonial
“Graham Brown is a marketing whistleblower despised by advertising agencies the world over for sharing
the simple truth that you can’t buy or hurry love…you have to earn it yourself. So if you’re happy to
continue paying for sex that leaves your brand empty on the inside, crying itself to sleep at night, don’t
bother reading this book. However, if you want to build a brand with soul and earn lifetime loyalty from
your consumers then buy all his books before advertising agencies find a way to silence him forever.”
Jamal Benmiloud, Vice President Marketing, Monster Energy Drinks
Biography
Author of the mobileYouth report and upcoming book “The Mobile Youth”. Published Amazon
author of “All is Social”, “The Youth Marketing Handbook”, “Influence: A Marketer’s Handbook”
and “Youth Marketing 101: How to win the youth market without advertising”.
Since witnessing the growth of youth media and technology having lived in Japan in the early 90s,
Graham along with business partner Josh Dhaliwal has helped grow mobileYouth to serve over
250 clients in 60 countries worldwide – names such as Vodafone, Nokia, Coke, McDonald’s,
Telenor, Orange, O2,Verizon, Boost Mobile, the UK government and the European Commission.
Graham is a regular public speaker and has presented at the 3GSM World Congress, Barcelona
and been interviewed on CNN, CNBC, BBC TV and Radio. His work has also featured in the Wall
Street Journal, Financial Times and the Guardian. He hosts the youth marketing stream on Upstart
Radio and mobileYouth’s own TV channel.
Graham is also a judge on the Mobile Marketing Association’s Award Panel, advisory board
member to UNICEF on their mobile media strategies and an advisor to the Global Youth
Marketing Forum in India.
MOBILEYOUTH
youth marketing mobile culture since 2001
®
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8. Download the full briefing @
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The Youth Research Store
Offering you:
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Subject areas include:
* Mobile money
* Emerging markets
* Churn and influence
* New apps and services
* Youth mobile behavior
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MOBILEYOUTH ®
youth marketing mobile culture since 2001
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