mec mobile research_xyz generations
DESCRIPTION
All things what you want to know about mobile consumption of X,Y,Z generationsTRANSCRIPT
WORLDWIDE MOBILIZATION
and RUSSIA MEC Russia for
TYNY conference
IS RUSSIA READY?
2017 2m smart devices (70m around the world)
4m use only
mobile Internet (+24% vs. 2013 )
Russia
+14%
LTE-enabled mobile devices sold Q2’14
74%
use mobile apps regularly
Geo-location based services # 3 by usage
72% of young people "can't leave the
house without their phone"
THERE’S A GENERATION GAP
Product Testing Institute – Seniors Product Testing Institute – Toddlers
XYZ
DISTINCT AND DRIVEN FURTHER APART
GEN X GEN Y GEN Z
HAVE
MOBILE INTERNET every / almost every day
HAVE
Source: DFW, OnLife 2014/1Q
26% 35%
12% 18%
53% 61%
21%
42% 47%
HOW ARE THEY?
GEN X GEN Y GEN Z
GEN X’ERS –
READ AND SCROLL
27% are
JUST SCROLLERS
73% read longer
news and stories
65% smartphones are the most common starting place for
online activities
Kids are source of information
about devices
‘I don’t know what is this. My daughter set me this app…’
33% apps for making decisions
2,5 spent time vs. assumption
5,8 days watch videos on mobile
phones per month
56% multiplatform. multitasking.
“ I’m a blogger, I’m a photographer, I’m publishers, I’m journalist, I’m a model, I’m a singer, I’m….”
GEN Y’ERS –
SNACK AND SHOOT…
…AND DOCUMENT THEIR LIVES
The first wearable camera that can fly
GEN Z’ERS –
ENSLAVED TO / SET FREE BY MOBILE
Kids swipe magazines like an iPad or an iPhone
65% use parents devices
72% device-experience
by the age of 8
8 min not longer video content
GEN Z’ERS
MOBILE SURVIVAL KIT
“ If I could take the only one thing on the island, it would be my phone”
VOICE Services use more than XY
COOL TO WATCH TV AGAIN…
56% use mobile or tab simultaneously with TV
80% use tab at home
COOL TO WATCH TV AGAIN
WITH A MOBIE AT HAND
Mobile app ‘Voice’ • 1,5m downloads
• 150 – 170k active players each Friday
during live broadcast
.
Voice 3 TV ratings Gen X Gen Y Gen Z
42 % 29 % 22 %
ARE YOU READY TO TAKE IT
BEYOND? SHOULD YOU?
Include mobile in 100% digital campaigns
Make sure site is mobile optimized
Integrate consumer touchpoints through mobile
Deliver greater experience for XYZ through apps
Leverage geo location and be in time
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