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  • 11/06/2006
    2:27 PM
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Mobile Report: Young People Love Mobile Phones, But Aren't Loyal To Network Providers

Young people don't display brand loyalty when it comes to their cell phones, although they're loyal when it comes to other products.
Young people in the United Kingdom love their mobile phones but they don't care who provides them, according to a recently released report.

"Youth love of mobiles is surpassed only by their indifference to the networks which run them," researchers stated in Mobile Youth '06, an annual study from Wireless World Forum.

The report, which examined trends in 59 countries before focusing on people under 24 years old in London, found that young people don't display brand loyalty when it comes to their cell phones, although they're loyal when it comes to other products.

Mobile operators suffer more customer turnover than any other industry in the United Kingdom, according to the study. Wireless World Forum analyst Savka Andic suggests that providers can learn something about loyalty from brands such as Nike and Red Bull.

"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," Andic said in a statement released by Wireless World Forum.


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