More than 1 billion youth own a cell phone globally. It's an attractive proposition for marketers seeking new channels for engaging this difficult-to-reach market but what are the realities?
In this presentation, author Graham Brown shares insights from his new book "The Mobile Youth: Voices of the Mobile Generation" gleaned from 10 years of traveling the world and researching the relationship between youth and cellular technology. What are the common mistakes marketers make when considering youth and cell phones and how can they be avoided? Which future youth mobile trends should marketers pay particular attention to?