Mobile Trends in Teens and Tweens-New1.1

7/28/2019 Mobile Trends in Teens and Tweens-New1.1

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Study-Mobile Trends in Teens and Tweens


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Youngistaan

230 Mn

Teenagers

Instant is the Buzzzzzin the teen world. e.g. instant message,

instant music, instant food etc. etc.


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Defining Teen Culture

Problems, concerns, worries shared with friends, not

family. Substitute for love - Luxury

No concept of saving

Influence of peer group Me Too

Prolonged conversations Night usage

Research done by Prof. Dindayal swain and Suprava Sahu


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Income Category: SEC A, SEC B

Age Group : 10-19 yearsPersonal Interviews with 150

school going children

Across NCR

Study Demographics

Schools

Category A schools of the likes ofBirla Vidya Niketan, Bluebells,

CJM, DPS RK Puram, DPS

Indirapuram, DU, Modern School

etc.

Objective: To Study the Triggers and Barriers for Teens going Mobile


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Ownership Trend

Opportunity - 57% of non mobile owners use their parents / siblings phones


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Ownership Profile

Mobile Ownership is significantly higher amongst the older age group


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Interest Areas

Net Surfing and Talking on Mobile are amongst the top 2 daily activities


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Distribution of Pocket Money

Mobile Bill Expenditure is amongst the top 3 expenses


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Non Mobile Owners..


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ITP to buy a Mobile

57% of the teens, have a strong desire for a mobile, forming a potential market for Airtel.

Expenses They May Forego

5- Very Strong desire to own a mobile1- Dont want a mobile phone presently


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Potential Drivers

Friends influence is a key trigger.


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Purchase Barriers

Parents inhibition is a key barrier. Thus market to parents.


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Perceived Eligible Age to Go Mobile

41% teens are perceived to go mobile over the next one year.


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Parents are the Financers

Going Mobile Incentive for Good Results, Admission in College


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Mobile Owners..


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Brand Preference

Nokia has a 50% share in this market vis-

-vis a 74% share in the entire market.

Airtel is the leader with 44% share closely

followed by Vodafone


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Service Providers Preference Age wise

Children as they grow become price sensitive hence look for cheap operator.


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Reasons for Choice Of Service


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Second Preference

Vodafone dominated the recall followed by Airtel.Connections like Virgin Mobile and Aircel had a

recall because of advertisements.


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Prepaid/Postpaid Connection

Parents preference is the maindriver for postpaid connections.


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Age of children going mobile

Present Pre-teens havegone mobile very early

Present teens have gonemobile around the age of

13-14

Older kids have gonemobile relatively later

around 15-16 years


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Purchase Drivers

Peer Influence and privacy-key

purchase drivers.

Triggers of Purchase

Parental Consent -major trigger forpurchase. Security issues big trigger

amongst girls and tuition goers.


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Occasions For Gifting

32% teens been gifted mobiles, most commonly on birthdays by parents.

A i d


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In most cases the teen recognizes the need for a mobile but the father pays for it andaccompanies to purchase it.

Paid For the MobileAccompanied toPurchase it

Need Trigger


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In the Age band of 10-16 years, usually father makes the above decisions but in the Ageband of 17-19 years, the children take these decisions themselves.

The choice of handset is most important for teens and they chose it themselves.

Decision RegardingService Provider

Decision RegardingTariff Plan

Decision Regardingthe Handset


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Mobile Related Activities

The most frequent activities on mobile include Calling, Messaging and Listening to

Music.


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Activities like Playing Games and VAS are more popular for the Age Group 10-16whereas for older children, National and International Calling and Messaging become

more frequent .

Age Wise Bifurcation


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Ranking of Features

Most important feature for majority of the teens is Calling followed by Messaging.


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Monthly Mobile Expenditure

Mobile bills are higher for older teens.


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Brand Association

Airtel is mostly associated with Good Connectivity whereas Vodafone is associated withtheir advertisements on television.

Airtel is also associated with high costs making it a premium brand.


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In the minds of the teens, Idea is associated with Democracy and Abhishek Bachan andReliance is perceived to be a lower end brand. Both of them are also associated with poor

connectivity.

Brand Associationcontd.


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Virgin Mobile and Aircel both new brands are associated with their advertisements.



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Government School Study


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Income Category : SEC C, SEC D

Age Group : 15-17 years

Personal Interview with 52

school going children- Across

New Delhi

Study Demographics

Schools Covered

Government schools of the

likes of Kendriya Vidyalaya,

Senior Secondary School for

Girls etc.


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Ownership Trend

Opportunity - 76% of non mobile owners use their parents / siblings hones

I A


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Interest Areas

Watching Movies and Mobile Related Activities amongst the top 2 daily activities


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Non Mobile Owners..


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Only 19% of non mobile using teens want a mobile very strongly. Most of themcurrently, have a very faint desire for a mobile.

ITP to Buy a Mobile Expenses they may Forego

5- Very Strong desire to own a mobile1- Dont want a mobile phone presently


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Key Driver- Peer

Influence

Potential Driver Current Barriers

Key Barriers- ParentInhibitions and Age factor

Alternate MobilesUsed

Teens use a house mobile orelder siblings mobile to talk

to friends.

Ti i d f G i R t A il bilit f


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Teens Willing to buy cheap handset of Rs.1000-2000 with initial free connection

Time period for GoingMobile

Response to Availability ofCheap Handset


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Parents are the Financers

Going Mobile Incentive for Good Results, Admission in College


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Mobile Owners..

H d t U d


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Handset Used

Maximum market share with Samsung followed by Nokia and local instrumentsavailable with connection

R f Ch i f


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Idea is the dominating connection, followed by Vodafone and Tata Indicom.

Mobile Service Used Reasons for Choice ofService

S d P f


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Second Preference

Reason for choosing the above mention connections:Airtel Good Connectivity

Vodafone Good Connectivity/ Good Offers

Tata Indicom/ Dolphin Low Cost

Prepaid/Postpaid


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Prepaid/Postpaid

Teens choose prepaid because of lower costs.


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Most teens want a mobile to keep in touch with family and security reasons.

Purchase Drivers Triggers of Purchase

N d T i


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Need Trigger

Most teens initially recognize the need for a mobile phone themselves.


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In 70% of the cases father pays for the mobile phone as well as goes to purchase it.

Paid for the Mobile Accompanied to Purchase it

Decision RegardingDecision Regarding Decision Regarding


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Decision RegardingHandset

Mostly father decides on the service provider, the tariff plan and the handset.

Decision RegardingService Provider

Decision RegardingTariff Plan

M bil R l t d A ti iti


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Mobile Related Activities

Calling, Messaging and Playing Games are the most common activities on mobile.



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80% of the teens spend less than Rs.300 on their mobile recharge.

Brand Association


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Brand Association

Majority of the teens related Airtel to good Customer Service

Whereas the related Vodafone to Good Offers and Schemes.



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Majority of the teens related Idea and Reliance to be Affordable and Value for Money.


SummaryIncome Class SEC A&B


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SummaryIncome Class SEC A&B

Problems

Mobile Owners

Vodafone is perceived as value for money /

Affordable Brand in Older Teens

Non Mobile Owners45% children belonging to Age Group 10-13

do not own a mobile.

25% children in Age Group 14-16 non mobile

owners

Proposed Solutions

Airtel should come across as a youth and an

affordable brand as teens are sensitive

towards mobile expenses. Devise a more

effective way to Communicate schemes and

offers available.

Since Parents are the prime source forbuying a mobile connection for teens , all

communication should be designed keeping

parents as target audience

Posters and fliers can be put around tuition

centers as joining tuitions is a critical timefor teens going mobile.

Special offers for ocassions like Bdays etc

SummaryIncome Class SEC C&D


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Problems

Mobile Owners

50% of the teens preferred Vodafone if

asked their second preference.

Non Mobile Owners

Only 19% penetration in SEC C&D classGreat opportunity.

Parents are the financers for the kids

mobile phones

Proposed Solutions

Should position itself as a an affordable

brand and communicate offers and schemes

available.

Connection Bundled with Handset haveacceptance.

An offer can be extended to kids on

Prominent occasions such as class XII results

and 18th Birthday.

y


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Thank You..

Documents

Mobile Trends in Teens and Tweens-New1.1