"I'm with Nokia"

Wireless World Forum has released more key findings from its mobileYouth06 research study. The results reveal that young peoples love of mobiles is surpassed only by their indifference to the networks which run them. Emotional attachment to operator brands is minimal. Indeed, when asked what operator they subscribed to, one respondent answered Nokia.
The research also reveals that mobile operators suffer the highest rate of customer turnover of any service industry in the UK with youth the champions of network turnover.
Everyone knows that youth love their mobiles, but when it comes to mobile operators, they just dont care which one theyre on says Analyst Savka Andic. By learning from popular non-mobile brands, operators can get closer to young consumers and this will help them in the long run to produce mobile services youth will love 
The report also found that youths enjoy listeningto music on their mobiles, but that they want to do more than just listen. Services such as MySpace, Limewire and Last.fm are so popular because they enable young consumers to explore, display and share their music, the report says.
The report also found that while todays youth is bombarded with marketing messages, the mobile offers brands unique opportunities to attract and engage young consumers if they deliver relevant marketing messages. It cites a McDonalds campaign in Japan which used mobile as part of a highly targeted marketing campaign for a limited edition burger. The burger achieved sales four times that of previous limited edition menu items.
Theres a lot of potential for using mobiles to market to youth, but so far marketers have mainly focused on SMS promotions says Analyst Nick Wright. To engage the young consumer, mobile needs to be part of a highly targeted, cross-platform campaign which gives youth value in exchange for their attention."
To see video clips of interviews with some of the respondents, click here.