iGR: Pre-teen segment shows increasing mobile phone penetration
By Will Park on Tuesday, May 8th, 2007 at 6:02 PM PST In Research
A new study, released by iGR, indicates that the mobile phone market for tween/teens is starting to move towards an even younger demographic – 10-years old and younger! The study finds that 50-70% of 12 to 14 year olds own and use mobile phones, with even higher penetration among 15 to 17 year olds (with most teens having used a cell phone for 2 or more years). The surprising find is not the penetration of mobile phones into the teen segment, but that there is significant number of 5 to 9 year olds that now use cell phones.
The study highlighted the importance of leveraging brand recognition among parents, as they will ultimately be buying the cell phones and paying the bills for the wireless plans. The survey was conducted in March and April 2007. The study was conducted through surveys of tween/teen parents and interviews of 1,000 children, aged 5 to 17 years old.
via: tmcnet
