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3 Factors Driving the Youth Mobile Messenger Market

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3 factors driving the $50 billion youth mobile messenger market.

Snapchat, Kik, Line, Whatsapp, Facebook messenger, WeChat, YikYak... these mobile messenger apps are now replacing "traditional" social media, and fast becoming the de-facto mobile experience for Gen Y Millennials and Gen Z.

What's driving the growth? How important is privacy in the appeal of mobile messenger apps? How are youth using mobile messenger apps within their social networks?

Publicada em: Mídias sociais
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3 Factors Driving the Youth Mobile Messenger Market

  1. 1. www.TotalYouthResearch.com 3  FACTORS  DRIVING  THE  YOUTH   MOBILE  MESSENGER  MARKET
  2. 2. Youth, Students, Teens, Millennials, Generation Y, Generation Z TOTAL YOUTH RESEARCH
  3. 3. www.TotalYouthResearch.com Featuring research from my report…
  4. 4. www.TotalYouthResearch.com
  5. 5. www.TotalYouthResearch.com Messenger is now the de facto for youth
  6. 6. www.TotalYouthResearch.com
  7. 7. If you’re interested in messenger apps and the youth marketing, click the link in the following slide to get access to my free explainer video…
  8. 8. www.TotalYouthResearch.com CLICK HERE to ACCESS this FREE explainer video giving you background insights and analysis for this presentation
  9. 9. www.TotalYouthResearch.com Generation Z Teens increasingly move from social media to native messenger apps
  10. 10. www.TotalYouthResearch.com
  11. 11. www.TotalYouthResearch.com
  12. 12. www.TotalYouthResearch.com “Obsessed”
  13. 13. Share the love don’t forget to 
 hit the LIKE button so other Slideshare users can discover this too www.TotalYouthResearch.com
  14. 14. www.TotalYouthResearch.com “Instagram is getting a bit.. a bit.. a bit too old. Snapchat is the hottest thing out”
  15. 15. www.TotalYouthResearch.com “it’s where all your friends are constantly checking, they may check Instagram once or twice a day but they're checking Snapchat 20 times a day.”
  16. 16. www.TotalYouthResearch.com That’s why everyone’s keen to own the messenger market
  17. 17. www.TotalYouthResearch.com
  18. 18. www.TotalYouthResearch.com
  19. 19. www.TotalYouthResearch.com
  20. 20. www.TotalYouthResearch.com
  21. 21. www.TotalYouthResearch.com
  22. 22. www.TotalYouthResearch.com Although Facebook still dominates the messenger market, it faces stiff competition from new entrants
  23. 23. www.TotalYouthResearch.com 4% 4% 4% 8% 8% 9% 10% 25% 32% 35% Top Mobile Messenger Apps for Millennials Facebook  Messenger SOURCE: GLOBAL WEB INDEX Q3-Q4 2014 % used in last month 17-31 years (exc China) FACEBOOK  DOMINATES  BUT  GROWTH  SLOWS   Facebook dominates the mobile messenger market by default but new entrants continue to eat up market share Whatsapp Skype Viber WeChat Line Snapchat Kakao Kik Tango www.TotalYouthResearch.com
  24. 24. www.TotalYouthResearch.com …so let’s understand the 3 factors driving the youth mobile messenger market
  25. 25. www.TotalYouthResearch.com #1  SOCIAL  CONTEXT
  26. 26. www.TotalYouthResearch.com …the WHY of messenger use
  27. 27. www.TotalYouthResearch.comslide BEHAVIORS MOTIVATIONSSCENARIOS What they’re doing Why they’re doing itHow they’re doing it SOCIAL   CONTEXT THE  TOTAL  YOUTH  INSIGHTS  MODEL 27 www.TotalYouthResearch.com
  28. 28. www.TotalYouthResearch.com take a look at the underlying social factors
  29. 29. Top  of  Millennial  needs  in  2015:  more  “connectivity”,   less  connection. www.TotalYouthResearch.com www.TotalYouthResearch.com
  30. 30. www.TotalYouthResearch.com …this generation is lonelier than ever
  31. 31. www.TotalYouthResearch.com
  32. 32. www.TotalYouthResearch.com Messenger is a tool to help them reclaim lost social space
  33. 33. www.TotalYouthResearch.com #2  PRIVACY
  34. 34. Mobile  messenger  is  a  discrete  private  space  away  from   parents  where  close  friends  can  communicate.
  35. 35. www.TotalYouthResearch.com (A Lack of) Privacy is holding social media back…
  36. 36. flickr © pabak www.TotalYouthResearch.com 87%of 18-25 year olds said they would post more on Facebook if they could do so anonymously source: TNS 2014 www.TotalYouthResearch.com
  37. 37. www.TotalYouthResearch.com Teens are turned off by Facebook’s open nature…
  38. 38. www.TotalYouthResearch.com “Facebook? Unless it’s something to do with family or making me look like a good samaritan then no way I’m posting it on there…”
  39. 39. www.TotalYouthResearch.com Millennials  are  sharing  less  on  the  largest  social  media   networks
  40. 40. www.TotalYouthResearch.com …which opens the door for new discrete messenger services
  41. 41. www.TotalYouthResearch.com 41% 66% 73% 88% Why do you prefer mobile to PC messenger apps? Parents track my online PC activity Friends don’t use PC messenger Can’t send pictures stored in phone No login every time SOURCE: PORTIO RESEARCH 2013 US, UK & Canada 14-17 years PRIVACY  SELLS   For  Millennials,   privacy  is  a  key  selling   point.  Privacy  is  more   important  than   functionality www.TotalYouthResearch.com
  42. 42. said the #1 reason they used Snapchat was because it didn’t store messages 77% source: Mobile Squared 2014 www.TotalYouthResearch.com www.TotalYouthResearch.com
  43. 43. www.TotalYouthResearch.com Most messenger use is within close, discrete, trusted networks…
  44. 44. www.TotalYouthResearch.com 17% 45% 61% 92% Which of these friend groups would you invite to Snapchat? Close friends I trust to never share message Friends I’d forgive if they shared Most friends Others SOURCE: MOBILESQUARED 2014 TRUST  IS  KEY   Millennials care about privacy and share more with people they trust. www.TotalYouthResearch.com
  45. 45. www.TotalYouthResearch.com between real world friends
  46. 46. www.TotalYouthResearch.com Messenger Mobile Dating Mobile Video Mobile Games CLOSE  FRIENDS FRIENDS  OR     SMALL  GROUPS   OF  FRIENDS STRANGERS ALONE most  common  social  context  /  usage  scenario  for  Millennials We  need  to  understand  messenger  use  in  its  Social   Context  to  know  where  the  market  is  heading. www.TotalYouthResearch.com
  47. 47. www.TotalYouthResearch.com 62% 77% 83% 94% Social Media is About Maintaining not Creating Networks Maintain Friendship See if they tag back Tell others I like them SOURCE: FRIENDSHIP 2.0 2014 Use nicknames % most common reason why tag photos of contacts MAINTAIN  NOT  GROW   Millennials  want   tools  to  maintain   existing  networks  not   grow  or  expand  new   ones www.TotalYouthResearch.com
  48. 48. www.TotalYouthResearch.com This isn’t a generation of “digital natives” living their lives online
  49. 49. www.TotalYouthResearch.com But, rather a generation using digital tools to create real world social space
  50. 50. www.TotalYouthResearch.com #3  OFFLINE flickr © norai-koeln
  51. 51. flickr © gagilas www.TotalYouthResearch.com of 15-17 year olds use SMS to plan offline meetups 
 (the most popular usage of SMS) 78% source: Pew Research 2013 www.TotalYouthResearch.com
  52. 52. www.TotalYouthResearch.com …youth aren’t using messenger to replace the offline but to augment it
  53. 53. www.TotalYouthResearch.com 40% 55% 61% 74% Most Popular Subjects Discussed in Late Night Messenger Sessions Relive memorable events of the day Planning after school metopes News & updates about peers Upcoming events source: Portio Research 2013 US & Canada aged 14-17 www.TotalYouthResearch.com
  54. 54. www.TotalYouthResearch.com online messenger without offline relationships is meaningless…
  55. 55. www.TotalYouthResearch.comflickr © jorislouwes Mobile technology is a means to an end and the end for Millennials is… Offline Analog Contact www.TotalYouthResearch.com
  56. 56. www.TotalYouthResearch.com …and this revelation is consistent with the Total Youth philosophy…
  57. 57. www.TotalYouthResearch.comslide Offline Analog Contact the need to belong the need to be significant The Goal: OFFLINE  IS  THE  MOMENT  OF  TRUTH All youth marketing needs to use online to augment not replace the offline experience 57 www.TotalYouthResearch.com
  58. 58. www.TotalYouthResearch.com Millennials use online tools to manage and augment their offline relationships…
  59. 59. www.TotalYouthResearch.com which means we youth marketers need to remember our strategic goals and the direction we are taking the communication…
  60. 60. www.TotalYouthResearch.com JOURNEY Mobile is a we must constantly be OFFLINE GOAL moving the experience to an www.TotalYouthResearch.com
  61. 61. www.TotalYouthResearch.com
  62. 62. www.TotalYouthResearch.com Without the online becomes meaningless offline www.TotalYouthResearch.com
  63. 63. Youth, Students, Teens, Millennials, Generation Y, Generation Z TOTAL YOUTH RESEARCH
  64. 64. Share the love don’t forget to 
 hit the LIKE button so other Slideshare users can discover this too www.TotalYouthResearch.com
  65. 65. www.TotalYouthResearch.com Get  the  ul(mate   guide  to  youth   genera(ons  Y  &  Z     Get  answers  to  these  3  ques(ons:   Who  are  they?   What  do  they  want?   How  do  we  give  it  to  them? www.totalyouthresearch.com/total-­‐youth-­‐handbook  
  66. 66. If you’re interested in messenger apps and the youth marketing, click the link in the following slide to get access to my free explainer video…
  67. 67. www.TotalYouthResearch.com CLICK HERE to ACCESS this FREE explainer video giving you background insights and analysis for this presentation

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