Essays on Utilization and Consumption of the Australian Youth in the Mobile Market Case Study

Download full paperFile format: .doc, available for editing

The paper "Utilization and Consumption of the Australian Youth in the Mobile Market" is a great example of a marketing case study. The study of the market today reflects that the youth are highly tech-savvy, and this is a phenomenal change from the earlier generations, which were more comfortable communicating using the traditional modes of communication. The market segment that is under discussion is formulated of the age groups between 12 and 29, in other words, the target audience for the digital gadgetry ranges from teenagers to young adults, who are at ease using the Internet, communicating via mobile phones, building up websites to voice their opinions, interacting on virtual networks, and other such activities that involve digital gadgetry.

It has been observed that the teenagers today are more secure in using the modern technologies of communication such as sending text messages and MMS, whereas, the older generation prefer to use mobile phones only for calling up people. The demands for the development of the new technology are on the rise in the market, and the youngsters’ frenzy for new technology has increased the demand for multi-functional mobile phones and customized mobile phone services.

In fact, the changes in the mindset of the youth have been so encompassing that almost all teenagers today look upon the mobile phone as an essential communication tool. The adoption capacity of the younger generation is very high, and they keep looking into the new modes of communication that are being developed to ensure connectivity with their friends. Yet as the younger generation is more prone to changing their preference with the coming of new handsets, the long term prospects of any new innovation are uncertain in the market.

In fact, as per a study, consumers who are below the age of 25 will be the chief drivers of demand for the third generation mobile services, which would lead to greater growth, in the same manner as they drove the growth of the overall mobile market in the past. The purpose of this paper is to look into and analyze the utilization and consumption of the Australian youth in the mobile market, especially the mobile services market. The research reflects that the youth in the Australian society utilizes the mobile services for both utilitarian needs as well as for hedonic reasons, but the ratio of the hedonic reasons is much more than that of the utilitarian usage.

In fact, there has been observed that the influence of the peer affects the consumer behavior of the youth, especially with regards to the choice of mobile service providers as well the mobile usage. The mobile data services are seen by most as the key to the growth of the mobile industry.

The marketing strategy of the mobile services should focus on the younger generation, not only because they are the largest subscribers to the mobile services but also due to the fact that they are the largest consumer base of the mobile services in the market. Thus, it would make sense to develop marketing strategies which focus on capturing the interest of the youth. Although the paper focuses on the Australian market, the conclusions that are drawn can be applied in all market economies.



Aoki, K., & Downes, E. J. 2003, ‘An Analysis of Young People’s Use of and Attitudes toward Cell Phones’, Telematics and Informatics, 20(4), 349–364.

Australia: Social Science Research Opportunities - a Discussion Paper’, Paper

Bowman, J. 2004, Loving yet Loathing Gadgets, Media, 16.

Carroll, J., Howard, S., Peck, J., & Murphy, J. 2002, ‘A Field Study of Perceptions and Use of Mobile Telephones by 16 to 22 Year Olds’, JITTA : Journal of Information Technology Theory and Application, 4(2), 49-60.

Computing, 5(2), 109-122.

Elkin, T. 2002, ‘For on-the-Go Generations, Wireless Medium Is the Message’, Advertising Age, vol. 73, no.15, s-2.

Gibney, O. 2004, Global Mobile Forecasts to 2010 - 4th Edition, London, UK: Informa Telecoms & Media.

Hirschman, E. C., & Holbrook, M. B. 1982, ‘Hedonic Consumption: Emerging Concepts, Methods and Propositions’, The Journal of Marketing, 46(3), 92- 101.

In-Stat 2005, Asian Youth Mobile Trends: Devices, Data, and Multimedia. US: In-Stat.

Mendez-Wilson, D. 2001, SMS Will Spur M-Commerce Success, Wireless Week, 7(38), pp. 10.

Nelson, R., & Cooper, J. 2004, Tariff Strategies in Asia-Pacific: Defined by Market Maturity. London, UK: Ovum.

O'Doherty, Kieran, Rao, Sally and Mackay, Marisa Maio 2007, ‘Young Australians' perceptions of mobile phone content and information services:an analysis of the motivations behind usage’, Young Consumers: Insight and Ideas for Responsible Marketers, Vol. 8, no. 4, pp.257 – 268.

Palen, L., Salzman, M., & Youngs, E. 2001, ‘Discovery and Integration of Mobile Communications in Everyday Life’, Personal and Ubiquitous

presented at the The Australian Mobile Telecommunications Association Conference (September, 2004), Sydney, Australia.

Roy Morgan Research 2006, Young Australians Survey CS, Presentation, viewed 9 July 2010, .

Wajcman, J., & Beaton, J. 2004, ‘The Impact of the Mobile Telephone in

Wilska, T.-A. 2003, ‘Mobile Phone Use as Part of Young People’s Consumption Styles’, Journal of Consumer Policy, 26(4), 441-463.

Download full paperFile format: .doc, available for editing
Contact Us