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[2013 Report 3] Do mobile handset brands need to focus on the youth market
[2013 Report 3] Do mobile handset brands need to focus on the youth market



Publisher: Mobile Youth
Publication: Date: 2013
No. of Pages: 25
Delivery Format: PDF

Product Code: MY-130813

Description Contents


Mobile is the largest spending category for the 2 billion young mobile owners around the world.  What should handset brands do about the youth market? Some brands focus directly on the youth market with a hope that their young customers will stick with them in adulthood. Other brands take an indirect approach and establish themselves as aspirational brands for young consumers. What is the correct approach to win the youth market? This briefing explores the following key questions relevant to mobile handset brands looking into the youth market:

1. What is the difference between a direct and an indirect focus on the youth market?
2. What is the difference between a frontline and a campaign approach of strategy implementation?
3. What is the role of social media and retail in a brand’s youth strategy?
4. What are the dangers of ignoring the youth market?
5. What is the most optimal youth strategy for your mobile handset brand?

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Regions > Global
Industry > Information & Communications Technologies > Telecommunications > Youth Market
Industry > Information & Communications Technologies > Consumer Electronics/End-User Devices > Mobile Handsets & Smartphones