Posts Tagged ‘marketing’

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With the proliferation of teen focused mobile sites from the major social networks like Facebook and MySpace, and the focus on mobile search from Google and Yahoo!, mobile users are increasingly becoming more comfortable accessing and reliably using their mobile device for off-deck uses. As the available WAP resources on the mobile Internet continue to grow, along with the focus of the manufacturers to deliver devices with better browsing capabilities, this market has and will surely continue to see double digit growth.

For teenagers (13-18), this represents an opportunity for freedom from their PC or TV. While this concept may be obvious, the results remain undeniable.  Teenagers are in one form or another on their mobile device all day, whether it be SMS and picture mail, checking their mobile version of their MySpace page, or other, they have become very familiar with the usage and navigation of the mobile Internet, despite the challenges imposed by carriers and manufacturers.

The teenage mobile market is already reported to be “saturated” by a report from MultiMedia Intelligence entitled “The Maturing Wireless Teen Market: 12-17 US Teen Wireless Subscribers, Revenue, ARPU and Content”.  In this report, the research identifies teens as extremely active in the mobile space; using more features and services, as well as teaching their older counter parts (e.g. parents) how to use their mobile device for value-added services, a great benefit to the industry as a whole.  The report identifies more than half of teens are subscribers by the age of 13, and by 17 most are.  Finally, the report found that girls reach “cellular maturity” sooner than boys, and among handset usage in teens of all ages, the numbers tend to skew more toward girls.

For the “Urban-ite”, this may represent their ONLY online experience. The mobile industry has seen this phenomenon outside the US, where mobile devices access the Internet more than any other device due to reasons such as cost, space, and connectivity. That is not to say this demographic isn’t highly sought after, especially in the major US cities.

From the perspective of the Fresh Mobile Platform, this gives us a great opportunity to deploy successful mobile initiatives on behalf of our clients. In addition to the traditional mobile storefronts, delivering rich mobile experiences can surely place your mobile destination in a fast-growing environment, targeting users in a new way - without the limitation of sitting at a computer or in front of their TV.  To learn more about how we’ve worked with clients targeting this very demographic, please contact us.