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Youth Market Generated $21 Billion in Carrier Revenue in 2003
Posted: 02-Feb-2004 [Source: Yankee Group]

[Yankee Group views youth market (11 to 24 year olds) as trailblazers in relation to breaking ties with landline phones and investing in next generation technology.]

Boston -- According to the Yankee Group, although select carriers are showing increasing levels of sophistication in their customer segmentation models and their approaches to better understand current customers and reach new segments, others have just started to prioritize these efforts. The risks are high for carriers that do not execute well in 2004.

The Yankee Group report, "2003 Mobile User Survey Results: A Closer Look at the Youth Market Opportunity," shows that, for obvious reasons, the youth market is a priority for many carriers. The U.S. Census Bureau estimated the youth market reached 56.8 million people, or 20 percent of the total population, in 2003.

"The youth market has a great deal of disposable income, is technology savvy and open to trying and using communications technologies in new ways," says Linda Barrabee, Yankee Group Wireless/Mobile Services senior analyst. "In fact, young adults are proving to be trailblazers in landline displacement and cutting the cord and also are proving ripe for the adoption and use of advanced services.

"Contrary to popular belief, the youth market may not be as underserved as originally thought. However, it offers solid growth opportunities, particularly within younger segments (i.e., teens), as well as incremental revenue opportunities in wireless data and a greater share of communications spend," says Barrabee.


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