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"Given the number of operator youth ventures that have failed in the past, operators must ensure that they execute their youth strategies as efficiently as possible."
Youth-specific propositions (those for 18–24 year olds) may not present a significant revenue opportunity for operators but they are important if operators want to engage an age demographic that has historically been less satisfied with their offerings than other age brackets. Operators in saturating mobile markets may take the opportunity to identify new growth segments; operators across the world should consider youth plans as a way to create meaningful relationships with customers at an early stage in the consumer lifespan.
This report provides:
- recommendations for operators to best address the youth category
- a summary of youth preferences and behaviours as seen through the lens of our 2018 Connected Consumer Survey
- a comprehensive review of existing youth plans worldwide.