Mobile marketing and generation Y: perspectives from an emerging market

There has been a significant proliferation of mobile phones in the developing and emerging countries. Sixty percent of global mobile users are said to be from Asia. India is one of the fastest emerging economies in Asia and is said to have the highest monthly increase in subscription rates for mobile phones. The consumer base for various types of mobile phones in India is projected to reach 900 million by 2016. The Y generation (individuals born between 1980 and 2000), also called the i-generation is the heaviest user of mobile phones. This generation is very popular and is growing rapidly in the Asian markets, specifically in India and China. Companies that are able to capture the demands of this segment can earn huge profits. Mobile devices can be used as potential communication channels to keep this population segment engaged with various brands. A preliminary study was conducted in the Rattan Group of Institute, India in winter 2013 to understand the attitudes of members of generation Y towards their mobile phones. The results showed that mobile phones have become an integral part of the lives of the members of this generation. The youth feels that these mobile phones are extension of their personal lives.