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市場調查報告書
行動用戶：全球的年輕族群行動裝置市場、2011年
mobileYouth Handset Report 2011
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行動用戶：全球的年輕族群行動裝置市場、2011年 是由出版商mobileYouth在2011年03月所出版的。
這份英文市場調查報告書價格從美金2495起跳。
本報告，分析全球65國的年輕族群（未滿29歲）對於行動裝置的意識，且聚焦於行動裝置廠商對於傳統廣告策略已不適用的現代年輕族群，該如何展開有效的市場行銷上的重要課題，由下列摘要形式闡述。
包含於PowerPoint版的圖表
- 2012年在中國與印度出現有影響力的年輕族群智慧型手機市場
- 愛好者在購買決策上的影響力為65％
- 對Sony Ericsson來說為未開拓的領域
- Sony Ericsson擁有一定數量的愛好者
- Sony Ericsson的可能性
- 西班牙年輕使用者的聲音
- 2010年智慧型手機市場的市佔率
- Nokia必須改革
- 愛用非Nokia產品的新世代的登場
- Blackberry的愛好者社區形成過程
- 許多愛好者推薦Apple
- Apple的愛好者養成策略
- Flip受到年輕使用者的協助，進行開發與市場行銷
- 愛好者參加品牌相關活動的可能性
- 最有效的支持者為愛好者
- 3階段的愛好者特定法
- 任天堂、索尼（PS）、Microsoft（XBox）的收益比較
- 任天堂的市佔率恢復策略
- 4個愛好者特定策略
- 年輕族群在購買時聽取同年齡層的意見
- Blackberry的超級影響
- Apple與Motorola在市佔率的競爭
- Motorola市佔率下滑
- iPhone的成功故事
- iPhone的市佔率
- 口碑媒體對所有市場產生巨大影響
- 信賴與擁護
- 行動裝置藉由口碑媒體領先其他產品
- 智慧型手機OS的市佔率
- Blackbery的社群平台BBM
- 年輕行動使用者間擴展的社群貨幣
- 年輕族群所要求行動裝置的品質與其變化
- 行動裝置的將來展望
- 年輕族群在新智慧型手機OS的普及上扮演重要角色
- 2010∼2012年間所增加的15∼24歲的智慧型手機持有者數
- 15∼24歲的使用者因口碑媒體與付費媒體而購買智慧型手機
- 2010年15∼24歲的智慧型手機使用者
- 15∼24歲的使用者所持有第二SIM的數量
- 15∼24歲的行動電話持有者與帳號的複製
- 15∼24歲的使用者所持有帳號複製SIM的比例
- 由於新型智慧型手機的登場而改變的業界
- 在競爭激烈化的業界下Nokia的支配減弱
- 行動裝置品牌的市佔率與毛利率的比較
- 從所有權至發現：行動裝置的年輕使用者
Abstract
Youth Handset Trends and Behavior
2011 is designed for mobile handset brands who have a growing interest in
their young customers (aged under 29 yrs). In this report we share 10 years of
experience working with both leading handset brands in 65 countries as well as
insights drawn from real youth. We aim to highlight the key issues facing
handset brands today - how can they effectively market to the young people in
the new Mobile Youth Age where traditional advertising no longer works?
Table of Contents
Strategic Data and Charts
The following charts feature in the Powerpoint version of the report and are
available for download for report subscribers.
- Infographic of the Week: Hey Nokia! Remember Me?
- China & India will emerge as leading youth smartphone markets by 2012
- Fans Play a Role in 65% Of Factors That Influences Purchase Decisions
- The untapped opportunity for Sony Ericsson
- Sony Ericsson has Fans
- Sony Ericsson' s Opportunity to Co-Create
- Vox Pop: Edu, 23, Spain
- Smartphone Market Share 2010
- Nokia: The Need to Reinvent
- A new Generation of Non-Nokia Lovers grows up
- The Nokia “Feed-Through” (Or the “Harley Affect”)
- How Blackberry Brings Fans Together To Share & Discover
- Apple is Recommended The Most
- How Apple Nurtures its Active Fan Base
- How Flip involved Youth as Partners in Development & Marketing
- Fan' s Likelihood of Taking Part In Brand Activities Compared To Average
Buyer
- Fans Are The Most Effective Advocates
- 3 steps of Fanspotting
- Profit Comparison Nintendo, Sony (PS) & Microsoft (XBOX)
- How Nintendo Regained its Market Share
- Four Fanspotting Strategies
- Young People ask other Young People before they buy new handsets
- Karina influences 8 friends to get a BlackBerry within 6 weeks
- Karina : Blackberry SuperInfluencer
- Who is Talking about your Brand?
- Apple Vs Motorola Battle For Market Share
- Motorola' s Disappearing Customers & Market Share
- The iPhone Success Story
- Apple iPhone Market Share and Online Promoter Score
- Earned Media biggest influence in all markets
- Trust Vs Advocacy
- Handsets Outweigh Other Products when it comes to Earned Media
- Smartphone OS Market Share
- BBM Blackberry' s ‘Social Currency'
- Evolution of Social Currency among Mobile Youth
- What qualities do youth seek in handsets and how is this changing?
- The Future of Handsets:An Industry Perspective
- Youth Drive Adoption of New Smartphone OS
- Growth in the number of smartphone owners aged 15-24 from 2010-2012
- 15-24 yr olds who bought their smartphone because of Earned Media or Paid
Media-By Country
- 15-24 yr olds who bought their smartphone because of Earned Media or Paid
Media
- Smartphone ownership for 15-24 yr olds 2010
- Number of Secondary SIMs owned by 15-24 yr olds (millions)
- Mobile Owners aged 15-24 and duplicate accounts (millions)
- Percent of all SIMs that are duplicate accounts for 15-24 yr olds
- Emergence of Smartphone Brands to Redefine the Industry
- Nokia' s waning dominance in an increasingly competitive industry
- Comparing Market Share and Profit Margins of Handset Brands
- From Ownership to Discovery: The Mobile Youth Age
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