JupiterResearch, a leading authority on the impact of the Internet
and emerging consumer technologies on business, reveals that acquiring
and retaining young consumers will be key to success of premium mobile
content and services. According to a new JupiterResearch report,
"European Mobile Youth Consumer Survey, 2007: Targeting Digital
Natives and Keeping Them Loyal", use of mobile services skews young
with 47 percent of 15 to 18 year olds adopting them compared with only
17 percent of 35 to 44 year olds.
JupiterResearch finds that nearly one quarter of 15 to 24 year old
Europeans can be defined as mobile entertainment aficionados, using
more than two new multimedia services such as live TV, music or games
on their mobile phones. They also tend to be heavy communicators, with
40 percent of them sending more than 10 SMS per day. However, while
mobile youth tend to be more likely to use and to pay for mobile
services, 37 percent are not willing to pay for any services other
than voice and SMS.
"The growing importance of user-generated content, social
networking, mobile music and free Internet content highlights the need
to convince the younger generation to pay for services and to maintain
their usage patterns on other services once they grow older." said
Thomas Husson, Senior Analyst at JupiterResearch. "Revenue growth will
increasingly depend on the acquisition of digital natives, the loyalty
of 15-24 years old as they age and providers' ability to initiate use
among older demographics."
"Implementing a virtuous cycle between messaging and content could
augment the current niche of mobile entertainment aficionados because
they are also heavy communicators," said David Schatsky, President of
JupiterResearch. "To leverage the nature of a personal communications
platform, stakeholders must mix content and messaging."
The complete findings of this report are immediately available to
JupiterResearch clients online at www.jupiterresearch.com. For more
information on the report or for local figures on your national
market, contact Thomas Husson at 33 1 72 74 55 49. For more
information on JupiterResearch's European Mobile research service,
please contact Amelie Brac +33 (1) 72 74 55 48 or Kevin Savage +44 (0)
7703 063 958 or email researchsales@jupiterresearch.com.
About JupiterResearch
JupiterResearch provides unbiased research, analysis and advice,
backed by proprietary data, to help companies profit from the impact
of the Internet and emerging consumer technologies on their business.
The company helps online businesses make critical decisions about
technology selection, spending, staffing, and Web site effectiveness;
advises consumer-facing companies with online advertising, marketing,
and customer service strategies to understand, attract, convert and
retain customers; and guides technology vendors and service providers
on market opportunity, positioning, product definition, and pricing.
JupiterResearch is headquartered in New York City and has offices
throughout the US and Europe. For more information, visit
www.jupiterresearch.com.
