December 2, 2008

Youth Spearhead Mobile Services Adoption

North American Youth Would Use Their Mobiles Even More If Service Improved

by Charles S. Golvin

with Michelle de Lussanet, Abe Garon, Dan Wilkos

Executive Summary (This is a document excerpt)

Three-quarters of online youth in North America have a mobile phone today, including more than 90% of 18-year-olds. These young people rely heavily on their cell phones for a wide variety of communications and content services — in fact, they report spending more time texting than on any activity other than face-to-face contact with their friends. Almost one-quarter of these young mobile users access the Internet on their phones, a segment that has already proven highly valuable to operators, handset makers, content providers, and marketers. Product strategy professionals in all parts of the mobile ecosystem must work together to drastically improve the mobile Net experience, which will result in increased revenues across the board.

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