Success of FNB mobile banking app with youth shows why marketers need to focus on the 10% that influences the 90% (Graham Brown mobileYouth) DOWNLOAD South Africa’s First National Bank (FNB) has revealed the youth market, aged 18 to 25, has shown the greatest growth in the uptake of its mobile banking app.

1. mobileyouth.org
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influences-the-90/
Graham Brown
Mobile Youth
Success of FNB mobile banking app with youth shows
why marketers need to focus on the 10% that influences
the 90%
FNB’S YOUTH SUCCESS
South Africa’s First National Bank (FNB) has revealed the youth market, aged 18 to 25, has shown
the greatest growth in the uptake of its mobile banking app.
The bank said the youth market has seen 14 per cent growth this year, rising by 133 per cent from
when the app was launched in 2011.
According to Giuseppe Virgillito, head of banking app, FNB Mobile and Connect, the growth in app
usage is directly proportional to the uptake in cheque accounts in the age group.
“We think that the growth in this market is down to the characteristics and trends shown by the two
different generations that overlap within this age group,” said Virgillito.
WHY YOU NEED TO FOCUS ON THE 10%
Young Fans are the 10% that influence the 90%

2. When you launch a banking app, focus on this core Beachhead before you expand to the wider
market.
Being able to sell the value of youth internally to your team first is critical.
Because youth are the lower spending customers, you need to focus on this INDIRECT VALUE –
the value that this 10% can bring to your marketing by significantly increasing ROI to older
customers through word of mouth and recommendation.
FROM CUSTOMERS TO FANS: BREAKDOWN OF THE MARKET
Size Who are they? Role
Fans 10%
of the
market
Employees, co-
workers, vocal
customers who
“get it” and love
the product
Key influencers, advocates and educators. Focus on
breaking down the walls to help Fans tell their story
and broadcast to the customer base. Commit all your
energy to the Fans and leverage their lines of influence
to shape the market.
Observers 20% Silent Fans who
are to be
convinced that
going public with
their affections or
ideas is a good
idea
The bridge between Fans and the mass market. 2nd
wave of adopters
Skeptics 50% The silent majority
who are easily
swayed one way
or the other
Skeptics only come on board when the Social Proof
from Fans and Observers is strong enough to de-risk
any change in behavior.
Critics 20% The vocal
opposition. The
“Yes, buts”. The
naysayers
Critics will continue to fiercely oppose any change,
product or technology simply because their position of
opposition gives them significance. Do not waste
energy to convert the Critic. Focus energies on those
that matter and use the mass market to silence the
critic.
More From Graham Brown’s Series on How to Sell Technology
Privacy drives the next wave of Social Media Apps
Why People Buy Technology: Social Proof
The Paradox of Quality: Why Better Technology Fails
Why you need to become a Farmer not a Hunter to sell technology
If you want to sell technology, stop trying to “have a conversation” with your customers
These 2 Social Experiments Show How Stories Sell Technology
What the Oscars and Ellen’s Selfie teaches us about selling mobile phones
The 90-10 Rule: Focus on the 10% that influences the 90%

3. Give customers what they need: Not more technology but more Social Space
Change Your Metaphors: How great leaders sell technology
Technology Companies need to Embrace the Unofficial or Die
Don’t Teach a Pig to Sing: Why you should master the internal sale first when selling
technology