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In North America”, cell phones are taking over more of the roles that only a computer once offered -especially with the introduction of the iPhone and other similar portable devices that offer texting, calls, photo capabilities, music and entertainment downloading, video recording, and music listening capabilities. In Label Networks’ Spring Youth Culture Study 2008, we ask 13-25-yaer-olds a series of questions about cell phones, their preferences in key features, spending patterns, top cell phone brand, service provider, and what they are doing more or less frequently on their cell phone in the last 6 months vs. on a computer. The results clearly indicate that cell phones contain much more meaning than simply a communication device. It’s also a symbol of cool. DIY-ing one’s phone with charms, crystals, or changing up the wallpaper for instance, is not uncommon. For many young people, their cell phone IS their computer.
In this story we look at the top cell phone features that 13-25-year-olds look for when it comes to their cell phone and what they’re using the most and why. The results show that such features have also impacted many other aspects of youth culture lifestyles, including influences on fashion and accessories, communication and purchasing patterns, as well as fusing music (ring-tones and listening to music) and entertainment (gaming, video, photos). Cell phone culture, therefore, is so wholly integrated into young people’s lives, it’s created an extremely competitive landscape as brands and cell phone service providers continue to try and capture the marketplace, creating new features and campaigns in the hopes of keeping up with the new generation of users.
Here are the answers to what’s most important to youth culture and why, including charts, graphs, and historical analysis by topline, gender, and age groups, as to what the marketplace seeks in key features from their cell phone and how this is impacting other parts of their lifestyle. “Which phone features are most important to you?“