There are 7.3 million 15-24 year olds in France, representing nearly 12% of the population. Nearly all of them are Internet users and love smartphones to an extent that is not commonly imagined. A real plebiscite according to the latest Web Observatory survey: nearly 80% are equipped.
Smartphones are not experiencing the crisis, sales are still exploding. These smartphones are so popular with consumers in France - as elsewhere - that in 2013 their sales exceeded those of traditional mobile phones for the first time. They now account for two-thirds of the mobile phones sold in France, according to Gartner. The trend is not about to soften. The biggest fans are to be found in the 15-24 age group. This target group, who loves to move, is so fond of this indispensable tool for keeping in touch with friends on Facebook, Twitter or Instagram, that this companion hardly ever leaves them, neither on public transport, at work, at leisure, nor even at the table.
Internet happiness in your pocket
If 15-24 year olds are such fans, it's because, unlike the rather heavy and cumbersome computers, smartphones fit in their pockets to open the door to the Internet as well. The proportion equipped has become impressive: eight out of ten 15-24 year old Internet users (79.2% to be exact) now have a smartphone, according to the results of the Web Observatory survey covering the 1st quarter of 2014.
Sesame is an integral part of the dress code for this age group. The target group, which is so highly valued by advertisers - due to its strong curiosity for brands and new products - is well ahead of the already well-equipped average population (64.1%, are equipped with this precious telephone). Thus the smartphone is the second most popular means of connecting to the Web, after the computer, which is the most popular: 96% of people over 15 years of age who connected to the Internet in the last month did so on a computer (66% on a mobile phone). Like the entire population equipped with smartphones, more than one in two 15-24 year olds (52.2%) have chosen the Android operating system.
They are interested in advertising
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The 15-24 year olds, who are big fans of free services, welcome the advertising that finances the ecosystem. They're even less zappy than you might think. They see the ad and accept it with a smile for its utilitarian side. Two-thirds of smartphone users (64.1%) say they have seen an ad on their mobile, according to the Mobile Consumer Insight module of the Web Observatory survey covering the fourth quarter of 2013.
Enough to delight advertisers who cherish this young target because the general population does not have the same eye for it (49.5%). The first opportunity to see the ad takes place while surfing on the Internet, and this is the case for a good third of the target group (35.6% of young people). The telephone operator's mobile service menu offers a second opportunity for exposure to advertising (21.2%) and consultation of community sites the third (for 17.2%).
Advertising appeals to a large proportion of 15-24 year old smartphone users as soon as it keeps them informed, offers them advantages in their daily lives and... brings the bill down.
This is an age group that greatly appreciates interactive advertising (contests, discount coupons, etc.). A score is proof of this: 45.3% of young people willingly respond to advertising on smartphones (sending SMS/photo/email, looking for information, buying on mobile phones or in stores, etc.). The prospect of improving their purchasing power delights them even more than the general population: seven out of ten young Internet users who have had the opportunity to see an ad on their mobile agree to receive a message as soon as it allows them to reduce their bill. This advantage is more striking among young people (71.3%) than among all Internet users (58.6%). (Sources: Médiamétrie - Mobile Consumer Insight - 4th quarter 2013)
The pleasure of finding your "friends" on the Internet
The smartphone is a mature means of communication among Internet users aged 15-24. They use it primarily to connect to a social network in order to stay in touch with their community. It is an essential activity for more than eight out of ten young people (80.9%). Their predisposition is more pronounced than among Internet users in general, with all of them using their smartphone primarily for other activities, such as Internet research, surfing or messaging. While visiting a social network remains widespread in the general population (55.4% of the population aged 15 and over use their smartphone in this way), this activity only ranks fifth among connected uses.
Another priority function of the smartphone for 15-24 year olds is Internet search via a search engine. This is a widespread practice, with 75% of them doing it. More than all Internet users, who are nevertheless widely adept at this way of doing things (66.2%), to the point of making it the number one function of their phone.
Long live the messengers
The smartphone is such an easy-to-use means of communication for Internet users aged 15-24 that it is a popular means of communication when it comes to chatting with friends, participating in a chat, sending or receiving text messages online. This type of communication shared by three out of four young Internet users (74.7%) is their third priority activity. A target decidedly ahead of the general population (63.3% practise this type of activity). Moreover, almost as many young people (74%) juggle with their smartphone to surf the Internet. More than the general population, once again. Beyond these activities that are very much practiced by young people, others are widespread among six out of ten individuals but are not as exacerbated.
For example, Internet users aged 15-24 often download free applications (64.1%), more frequently than the general population (54.3%). They also like to send and receive e-mails (62.9%, slightly more than the population average). Similarly, they also like to consult applications (61.7%), with a higher level of interest than the general population (49.9%).
Finally, contrary to a preconceived idea that is quite widespread among older targets who are immersed in audiovisual and video games, young people like to consult the press or free news: nearly one person in two does so. With a higher score than among all Internet users, this activity is even among the top 10 priority activities of young Internet users.
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Applications for entertainment
The 15-24 year olds are interested en masse in anything that can make life easier. According to the Mobile Consumer Insight study covering the 4th quarter of 2013, almost one in two (46.7%) declare a clear interest in practical information notifications on their smartphone, far more than all Internet users (39.9%). Their interest is also sustained in favour of discount vouchers (36.8%), or news flashes (31.9%, like the entire Internet user population). The use of flash code is clearly on the rise (42.7%), more than among all Internet users (37.8%).
It's no wonder that young people love the applications. They download them much more easily than the average Internet user. Getting to know existing applications has become a widespread sport! Two out of three (65.9%) are first to find out what they can do by opening the door of an app store. This is twice as popular as asking a friend for advice (36.1%) or reading the top of the most popular applications (35.5%).
Unsurprisingly, downloading games is at the top of the list: 68% are downloading games compared to an average of 56.3% among all Internet users. Entertainment applications are also very popular (40.3%). The desire to enjoy oneself, without a doubt, outweighs travel or lifestyle applications (28.1%). Beyond the curiosity and the craze for a wide range of applications, their real use remains. In this respect, entertainment applications appear to be more used (71.3%) than gaming (62.4%) and music (54.8%).
In short, young Internet users want to enjoy all the curiosities of life as much as possible.
Source: Marc Pellerin - Audience le mag - Médiamétrie: - Web Observatory (1st quarter 2014) and Mobile Consumer Insight (4th quarter 2013)
