Abstract:

The basic objective of this research is focused on the world of youth and young adults (aged 12 - 25 years) in Mexico, their lifestyles and habits. To achieve this, two different research studies were conducted. A framework of qualitative studies (16 focus groups) significantly helped explain the different kinds of youngsters and their attitudes. Secondly, quantitative research with 500 interviews was conducted to generate a segmentation exercise in terms of the lifestyle. Both studies were based in the three main cities in Mexico: Mexico City, Guadalajara and Monterrey. As the mobile phone market is entering a period of moderate growth, it is important to reach the segments that in the next years will be the potential market: youth and young adults. These segments signal important growth in the 20 key mobile phone markets, with a potential market of 236 million users expected by the end of 2006.