The attached article which appears in issue twelve of Contagious, is a very interesting discussion about mobile marketing to 16-24 year olds. The article is centred around Blyk - a mobile network targeted to this demographic and which is completely funded by advertising.
Blyk's early research shows that 60% of 16-24 year olds will change network, if they can talk and text more for the same amount of money with someone else. At time of writing, Blyk provides users with 217 free texts and 43 free minutes to any UK network.
Blyk provides advertisers with a means of having 'conversations' between brands and Blyk 'members', with a "question and respose interaction, with changing outcomes, over the course of a week or more". Trials have produced response rates of more than 80%.
Link to the article:
http://www.thirdscreen.com.au/documents/16-24_YEAR-OLDS_ARE_USED_TOGETTING_STUFF_FOR_FREE.pdf
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