Pioneers of mobile services – who are you?

Look at the chart from Nielsen Mobile “Critical Mass” report published in July’08:

Is there anything confusing for you? Since for me quite surprising was that the biggest age group is the one 35-54. Wow, we have some new situation in marketing. Do you remember when Internet started to be popular? The biggest number of users then were teenagers, as usually when something new appears on the market. Young people are just more open minded and ready for novelties.

In case of mobile Internet the situation is upside down. The pioneers of change are the middle-age+ people – wealthy enough to buy expensive gadgets or using it as a professional tool.

We need to take it seriously, we need to stop thinking schematic. That’s a great chance to reach the group that is usually toughest to target. We need simple mechanics (older people frustrate quickly learning new things) and non-infantile approach to the TG. Fancy wallpapers or Madonna ringtones won’t encourage them to use mobile net.