| Waxberg Consulting Company, LLC Knowledge Through Consumer Intelligence |
|||||||
| Location Based Services and the Young Adult Market |
|||||||
| Young Adults, defined as 18 – 24 years old, not only comprise 10% of the U.S. Population, but we believe they will be Location Based Services’ leading edge users both on and off the college campus. This research analyzed the services from the users’ perspective, examining two markets – Young Adults and Young Adult College Students – for Targeted Advertising, College Campus Communications, and Information services. The report provides a comprehensive look at Location Based Services that can be targeted to the Young Adult and College Markets. The report provides extensive data and analysis on the specific Location Based Service interest levels.
developed. Campus Communications Services – administrative, student, and personal safety - were analyzed for college students’ interest levels evaluated against campus size and campus location. The fee-based Location Based Services - Driving Directions, Alerts, and Information - were sized by young adult interest level and price/interest curves were developed The Young Adult and College Markets were examined to determine their similarities and differences. Young Adult preferences were obtained for 411 Directory Assistance and/or Search Engines. And, Young Adult privacy concerns with the various market players were explored. The overarching goal of this report is to provide an actionable understanding of Young Adults and their interest in Location Based Services. Emphasis is placed on providing the information necessary to develop successful service planning and marketing strategies. The survey results: |
|||||||
| Research Methodology The analysis presented in this study is based on a primary market research online survey of over 400 young adults undertaken in May 2006. Market Characteristics for the Young Adult Market: demographic, behavioral, and technology adoption data was collected.
Behavioral (shopping habits and frequency of eating out). Technology adoption (cell phone age distribution and cell phone replacement motivation). For the collected. Demographic (population size, gender distribution, age distribution, and living on/off campus). Behavioral (shopping habits. frequency of eating out, and frequency of snacking). Technology adoption (cell phone age distribution and cell phone replacement motivation). Campus Characteristics (campus size, campus location, and availability of shopping/restaurants near campus). Published August 2006 Table of Contents |
|||||||
Location Based Services and the Young Adult Market |
 | Targeted Advertising in the Young Adult | |
| Market. |
 | If the proximity capability were not | |
| contained in the definition would Young Adults interest level be different? | ||
| Would Young Adults want to specify | |
| merchants by name of by retail category? | ||
| What is the Young Adult interest level | |
| in the service and in specific retail categories? | ||
| Are there any demographic variable | |
| differences that affect Young Adults’ interest levels? |
| Information Service in the Young Adult | |
| Market. |
| Was the Information Service more | |
| valuable when the user is at home or when traveling away from their home area? | ||
| How would Young Adults prefer to | |
| receive a response to their information query? | ||
| What is the price/interest curve for the | |
| Information Service? |
| Alert Services in the Young Adult Market. |
| Would Young Adults be more interested | |
| in Traffic or Weather Alerts? | ||
| Was the Alert Service more valuable | |
| when the user is at home or when traveling away from their home area? | ||
| How would Young Adults prefer to | |
| receive a response to his information query? | ||
| What is the price/interest curve for | |
| Traffic and Weather Alerts? |
| Marketing Issues in the Young Adult Market. |
| Do Young Adults indicate a preference | |
| between 411 Directory Assistance and Search Engines as providers of applications? | ||
| How concerned are Young Adults that | |
| “someone” who knows their location and preferences will use that information in a proper and confidential manner? |
| Communications Services in the College | |
| Market. |
| What is the College Students’ interest in | |
| the campus communication services – administrative Messaging Service, Student Messaging Service, and Personal Service? | ||
| Are there any demographic or campus | |
| characteristic variable differences that affect the College Student interest levels? |
| Targeted Advertising in the College Market. |
| If the proximity capability were not | |
| contained in the definition would College Students interest level be different? | ||
| Would College Students want to specify | |
| merchants by name of by retail category? | ||
| What is the College Students’ interest | |
| level in the service and in specific retail categories? | ||
| Are there any demographic variable | |
| differences that affect Young Adults’ interest levels? | ||
| Do College Students’ interest levels in | |
| retail categories differ from Young Adults’ interest levels in those same retail categories? |
| Marketing Issue in the College Market. |
| How concerned are College Students | |
| that “someone” (this includes their college) who knows their location and preferences will use that information in a proper and confidential manner? | ||
| Do College Students have the same | |
| intensity of privacy concerns about the wireless service and the application (merchant) provider as Young Adults? |
| Waxberg Consulting Company, LLC Wall Township, NJ Call us: 732.233.3615 General Inquiries: Information@Waxbergconsulting.com Copyright © 2009. All Rights Reserved. www.waxbergconsulting.com |