Hank [BS/MSEE,
MSM $$$, Ph.D. Mgmt] teaches 
A Nielsen study by MarketingCharts.com, suggests nearly half - 46% - of US “tweens” (those age 8-12) use a cell phone, and safety is the primary reason that parents cite for their childrens’ having a mobile phone, according to Nielsen’s newly launched Mobile Kids Insights survey.
The survey of 1,700 tweens also estimates that US tweens - a population segment of 20 million - get their own cell phone between age 10 and 11, on average.
Some 55% of tweens who own a cell phone send text messages and 21% download ringtones, according to the study.
In terms of the role that parents play in tween cell phone use:
- The top reason parents want tweens to have a cell phone: in case there is an emergency or problem.
- 92% of parents restrict how tweens use their phone
- 68% say they prohibit downloads (games, ringtones, etc.) that incur charges.
- 65% of tweens with cell phones are on family plans.
Looks to me like there is a sweet spot for entrepreneurs and marketers - free apps. Now the question becomes, via what free apps can $$$ be made indirectly? I can think of plenty.
Now to teens. Nearly half (47%) of US teens say their social life would end or be worsened without their cell phone, and nearly six in 10 (57%) credit their mobile device with improving their life, according to a national survey from CTIA and Harris Interactive.
The study also confirmed that texting is replacing talking among teens. Teens admitted spending nearly an equal amount of time talking as they do texting each month. The feature is so important to them that if texting were no longer an option 47% of teens say their social life would end or be worsened - that’s especially so among females (54% vs. 40%).
Teens say texting has advantages over talking because it offers more options, including multitasking, speed, the option to avoid verbal communication, and because it is fun - in that order, according to the study. And what would teens like to see in their phone? See chart below. Looks like there is ample opportunity for new products in this category. Hank
First of all, I cannot believe that children are getting their first cell phones at the ages of 10 and 11. I was substitute teaching in May and I had to tell a 4th grader to put their cell phone away. It just boogles my mind that parents would buy these for their kids. Who do they need to call? Barney? I’m sure that it was the child’s idea to get the cell phone and that they were the ones that probably used the line, “But mom, what if I need you for an emergency?” With all of this aside, marketers have a wonderful opportunity to sell to this new market segment. I think that accessories, ringtones, games, etc. would do extremely well being marketed to this sector. After all, most toys and gadgets for kids have accessories sold separately for a reason.
Another study shows how teens love their cell phones. I like how the study asks what would happen if you didnt have a cell phone and a majority of those polled said their social life would end lol! Oh no my phone is gone I might as well kill myself!! But seriously with the great dependance on mobile technology the market is open for people to capitalize on some of this mobile technology and create some new programs to go with it. There is a whole new world of technology out there just waiting for business people to explore and to create companies around it.
I have mixed feelings about this whole subject in general. When we were growing up, it was a privilege to have a cell phone - I didn’t get one until I was a freshman in high school. Even then my parents restricted my minutes, abilities and so on. It was primarily for ‘need’ basis. I do think it is a good idea for kids to have cell phones in case of emergencies but it should be highly restricted. Technology is amazing now-a-days and there is no reason why the kids can’t enjoy it either but I think a cell phone should be a privilege still, something for a kid to work toward - cause you know every kid will eventually. Like I stated before, I have mixed feelings but somehow think it is only a smart idea!
I laughed when I read the part where it says teens said their social lives would end or be worsened without a cell phone. Granted, it would be a lot harder to reach your friends but they made it seem like it was the end of the world. I got my first cell phone in 7th grade, so I guess i was about 12 or 13, a little later than most kids. To be honest, I didn’t really need it but it was right when cell phones were getting big and just like any other kid, i wanted it. I definitely think that I text alot more than anyone should just because of the convenience.
I think what applications kids are looking for in thier phones are ones they can use and showoff in school. All I can really think of is kids wanting programs that are disruptive. Like the ringtone that is above audible hearing for adults that only kids can hear, that was a big hit. Or the program that used existing IR ports on cellphones to turn on and off televisions. If someone can create a program that eventually leads to the banning of cellphones in school, they will be millionaires.
I beleive that these teens are being quite dramatic. I mean honestly, a ruined social life? Come on! I cannot believe that kids are getting phones at such young ages either, when I was 8 they didn’t even have cell phones (makes me feel very old). This was quite a profound blog. I did enjoy the chart showing what they want next on their phones. Some of that stuff would be very nice to have. The ability to vote would make thing a lot easier, and promote voting for the younger crowd (18 of course) That voting thing got me thinking too…why can’t we vote on-line? Would it be too easy to hack or something?
My brother, 13, got his first cell phone about a year ago. He doesn’t use it as much as its said here, but he is definitely using it a lot. Normally, it would have been a handy device to communicate with him while he is out but he almost never has it on. Personally, I don’t think its that bad for a child to have a cell phone. After all, my brother and I both are on pay as you go and we’re responsible for most of the charges that incur. Would it end my brothers life to be without his cell phone? No, probably not, but I have a few friends around my brother’s age in which it could be questionable. Personally, a cell phone at that age should be used primarily for emergencies. Anything extra should be covered via the child. There is definitely a market for free apps here, and can make $$ through use of freemiums and advertising.
Having a cell phone at the age of 10 or 11 seems quite ludicrous to me. I didn’t get my first cell phone till I was 18. That’s a possible 8 year difference! However, I do feel like it is a good way for parents to stay in touch with their kids when they’re out for the evening, or even just trying to locate your child after a sports game or something (I remember the days of running around in circles around the middle school trying to find my parents!)
I do think voting via text would be a really great feature. It would definitely appeal to the younger voting crowd. I would be more inclined to vote that way. I also liked the idea of being able to place an order to a restaurant through text message as well! Very nice! **Oh, and I must admit, I’m one of the guilty who avoids confrontation by sending texts instead!
I’m not exactly sure where these tweens are going that they would need to use cell phones. Anywhere i went, my parent was there or my friends parents were there. I didn’t get my first cell phone till i was going into my senior year of high school. It’s funny how quickly land lines are becoming obsolete. I used to call my friends house phone and if they didn’t answer, call back later or leave a message. Also, having previously worked at a restaurant I was intrigued with the texting your order. I think that could come in handy.
Heh, personally I had no problem having friends and a social life without a cell phone and I didn’t have one til I got a car and even then I still don’t use it except for a quick call occasionally. Yes there is a market out there but the problem is finding something that “tweens” would like and that their parents would approve of buying at the same time.
I am very surprised that people are starting to own cell phones as early as 10 years old. When I first got my cell phone I was a Freshmen in high school. Although teens having access to cell phones may allow them to expose themselves to websites with mature content as well as “unsafe websites” I believe that there are a lot of positive sides to this. As long as the cell phone companies focus more on the safety issues and produce phones safer for young adults, it is not a big problem.
I really enjoyed reading this article :] I am a HUGE texter & I think that being able to vote by texting would be amazing. I think a lot more people would vote because of the convience. I didn’t get my first cell phone until freshman year of high school. I started off with a pay-as-you-go phone. I had to pay for all the minutes myself. Then a year later, I bought my first real cell phone and I still have the same phone today! I’ve had it for like three years now, and I pay for my bill each month.
I do think that tweens are getting cell phones earlier and earlier each year. However, they do have a good argument to say they need it for emergencies. But I think that you should get a phone when you start to drive because if you were to ge in a wreck, you would need a phone to call 911 on.
I think that creating applications for tweens is a great idea. Most applications for phones you can download directly from your phone. This is an easy way for tweens to spend money. I think it is a great idea. I still really like the idea of voting from your phone. I also agree with Elisa, being able to text your order for food would be really nice to have. And being able to control things in your house would be cool. Great choice Hank!
The idea of marketing free applications to teens and tweens seems like it would be so simple for the cell phone companies, I can’t believe they haven’t done it yet. Companies could send a free text message directly to users that includes a link to where free applications can be downloaded. All they would have to do is be subject to a commercial before download, maybe answer a few demographic questions, or perhaps a banner-style ad whenever they log in to use the free app. With the technology that’s already out there, that has been tried and true throughout the last few years, it seems like it would be easy advertising money for the providers. I am a big believer in the fact that the most popular applications would be ones that interact with other devices or places, similar to what’s been mentioned above. Not only do people enjoy being connected to so many things at once, lots of people just find stuff like that fun to do. Being able to send a message directly into a restaurant to order is a great idea… a kid could order lunch while sitting in class. Another idea would be being able to remotely start up your computer so it’s waiting for you when you get home- or even log in to your own computer and acess your desktop while away.
Another highly possible option would be to market apps similar to facebook apps. Seeing the success of facebook, I think such apps would be a hit amongst high schools.
Send your friend a pirate hat!
I do think it is necessary for teens to have a cell phone for an emergency or to talk to their parents. I worked at a summer camp over the summer and there were 6 and 7 year olds that had cell phones. Granted we didn’t let them use them, but I just thought it was ridiculous for them to have them. It might be necessary in a rare case of an emergency but they really just try to use them for games. I think you shouldn’t have a cell phone until high school. It seems that companies are just trying to target a younger market quicker to have retention when they are older and can make decisions for them selves. Yes, the applications being marketed are beneficial in some ways, but I think they just shouldn’t be going after such a young market yet.
I think allowing your teen to have a cell phone is a good idea. Like mentioned, in case of an emergency. I like the fact that parents can restrict what their kids do on their phones. Therefore, I dont see anything wrong with the kids having them. I agree to that texting is more convient. I’m usually not in the mood to talk on the phone, so I’ll just text instead. It would be pretty cool to text orders to restraunts.
I found this article to be very interesting. I didn’t get a cell phone until my sophomore year of high school, and I didn’t get texting abilities until just this year; yeah I realize I’m a little behind. I think it is crazy that the age of cell phone users is continually decreasing, but yes, safety is always first in mind. I also find it hard to believe that these “tweens” social lives would be worsened if they didn’t have a cell phone, sorry to break it to them, but their social lives depend on them not their cell phones. In regards to a market being open, I definitely agree. If one could make applications that are free and interesting, then you have a business.
I can’t believe kids are getting cell phones. However, since it’s obviously happening I know verizon has a cell phone that has like 3 buttons on it. One is for a house number, anothers for a cell phone number and ones for 911. I think this is a good idea for parents who only want their child to have a cell phone for emergencies.
Secondly, I am attached to my cell phone. And i probably text way too much. But I agree it is easier to text then it is to call someone especially if you just have you ask someone a quick question. However, I’m perfectly content with phone calls and texting there isn’t much more I’d want my cell phone to do for me (except maybe texting orders to a resturant).
Sounds like my youngest sister. She doesn’t have a phone, but she uses my mom’s like it’s her own. She is a phone machine. The Tween market for phones is huge, if half of the tweens are like my sister, phone companies could make Bank if they just marketed a cut down version of their phones for parents that want to keep it limited to texting and calling people.
On the texting note, I have been converted somewhat. I still prefer a phone call if you are going to text me huge paragraphs. And if you text and drive, I’m sorry. I can’t stand it, it’s so dangerous.
Wow I was blown away by this whole thing. First off, I didnt get a cell phone till i was 16. I guess i was a late bloomer if you will. I think this is for the best though. As for the market, yea i see younger kids all the time. Now I dont understand how you can download things to your phone without connecting to the internet which would charge you, but i guess its possible. I dont use my phone very much though so i may have missed a couple things lately.
It’s a joke to me. I remember a day when nobody had cell phones. None of my friends had cell phones and maybe a select few had pagers. My social life was great and maintaing a relationship was much easier without the constent “check ups.” I was 16 when I first got my cell phone & I paid the bills for it. If parents feel it is necessary for their 10 yr olds to have a phone they might as well have a surgically implanted trackor inserted into them. Parents should be aware what their 10yr olds are doing and shouldn’t rely on their childs cell phone just so the parent can be told some kind of lie.
I do however believe that with the huge increase in kids having cell phones a lot of new technology will appear. We’ll probably start seeing hand held video game counsels like game boy, ect incorporated into cell phones. Huge industry! Huge Market! Huge Potential!
I can’t believe that kids are getting cell phones at 10 and 11. I didn’t get mine until I was 15 and it was only because I was in a sport and the schedule was constantly changing and I needed to be able to tell my mom. I barely used my phone the first couple months that I had it, I used it to keep in touch with my parents.
Although, I found it funny that teens said their social life would worsen if they didn’t have cell phones, I know I’m also one of those teens. A cell phone makes it so easy to keep in touch, especially at college and being away from home. I am a big texted and if I no longer had it my social contact with people would severely diminish. I use texting all the time, I have it set up so ESPN texts me for my favorite sports teams, even my parents text me. I think there is an enormous market potential when it comes to teens/tweens and their cell phones.
This particular blog is very funny and definately blows my mind!! It is a sad day in America when teens say that their social lives are ruined if they are unable to use text messaging. Also I cannot believe that many kids get a cell phone between the ages of 10 and 11. Furthermore, kids are downloading ringtones and other features which costs money. I remember growing up without cell phones and it wasn’t all that bad. The last comment I have has to do with the so called advantage that texting offers over actually talking. It is very much like our culture to avoid talking to someone, and I guess text messaging proves that. I think there is something wrong with this picture and kids seem to be getting more spoiled as time goes on!!
My little brother has a cell phone and he is 12. I couldn’t image having a cell phone at that age. I think its good for young kids to get familiar with technology as young as possible. As for myself i would have to say i text a lot and i don’t know what i would do without it. It would definitely affect my social life and make every day tasks a little harder.
I’m surprised that emergency transmitters is so high on the list. As stupid as that sounds, most people don’t seem to put an emphasis on emergency use for their phone. I’d expect a larger variety of services through the text messaging capabilities.
The iPhone has already combined computer uses with a phone, so I imagine that there’d be a lot more consolidation into the cell phone. Soon, your wallet, your keys, everything else you carry around with you should be replaced by your phone capabilities.
‘Tweens’ don’t need phones, first of all. I think that parents are getting too over-protective but that is besides the point. There is a lot of money to be made here however. For the free apps, you could provide a service that is subscription based. Parents would be more inclined to pay for a smaller fee that can get how ever many apps per whatever time period than have to pay for each individual application.
Art, they already incorporated a hand held game system into a phone. It was called the Nokia N-gauge. Possibly the worst gaming joke ever.
But you are right that there is a huge untapped market. Prof. Morales is actually exploring that here at Purdue, doing research and creating cell phone games and advertisements.
I think that kids that cant live without texting is an overstatement, although I dont doubt some kids actually are dependant on the feature. Cell phones are so much more than devices to just talk. It is amazing to think about the amount of technology you can be holding in your pocket.
Also I thought it was interesting that the reason most parents get kids their cell phones was for emergencies. Thats why my mom got me one.
i personally dont think cell phones at ages 10 and 11 is that bad. There are thoe cell phones out there that are specifically for these kids. The phones only have like 3 buttons on them that are programmed only for family members and emergency numbers. I guess i would say i support these kinds of phones because if a kid gets lost or say even kidnapped (it happens) he/she can quickly dial an emergency number.
I do agree though that normal cell phones may be a bit much for 10 and 11 yo’s. I didnt have one back then (i didnt have one until i was like 15 or 16) so i dont think they are too necessary. they just cause distractions
I believe it is important for children to have phones. I mean, I did not grow up in an environment where all the neighbours knew each other and could “protect” each other. A phone was used so i can get a ride, tell people I’m going to be late or where my location is, chat, etc. Definately, it’s for “emergencies” uses, but at the same time, it’s also great for personal interactions. I can’t be at the same place with my family or friends since I know everyone is horribly busy and may not even be in the same city or country. For me, the phone helped strengthen the relationship, especially when I did not have the luxury of a face-to-face interaction with my family or friends.
I agree with some people above that tweens shouldn’t have cell phones because they are too young and i believe that it would have some “negative” impact on some tweens because tweens nowadays are getting more materialistic.
And seriously im not a big fan of texting because i think why pay more if you can talk to your friends and although one single text messaging doesn’t cost much, but if you text your friend as if you are talking to them on instant messaging or something, that can be lot’s to pay in addition to the phone bill (with or without the “text” plan).
I think that the age of kids getting cell phones will keep decreasing and this would be a great opportunity to cash in on! I remember begging and pleading my parents to let me have a cell phone when I turned 15 and now the average age is 10-11! If we can produce cell phones that are more kid friendly like the ones described on previous entries and work off of those I think that there is a major untapped market in this area!!
That survey I think is very accurate to what I’ve seen. The market currently is closed to developing apps because most cell phones are locked. The Iphone is an exception, but even Apple restricts what can be downloaded.
I think when Google’s Android is widely used (because it is open), the market might open up.
I can’t believe that there are so many young kids that have cell phones out there. I got my first cell phone when I was 16 and that was only for emergencies, no texts, no downloads, no cool phones. To say that these young kids social lives would end or be ruined I think is also ridiculous! It is called pencil and pen! All you have to do is write their numbers down and you have them when you want to do something. Not rocket science. I do believe that there is a huge area for somebody to come in and take over using text messaging as their form of communication. I believe I read in the Exponent a few days ago that University of Southern California is doing a similar system that involves students ordering a food order at the concession stand and then having it be ready for them when they get up to the line. They even have a way that they can pay with their credit card, which I feel could be very dangerous with identity theft. The market is relatively untapped and when somebody finds the right way in, they will take off with it and could make some serious money!
I think it is ridiculous that so many young kids have cell phones. I did not get mine until 7th grade, but as time goes on more and more people have the demand for cell phones. This also applies to cell phones as technology advance more and more people want more from their cell phones. I believe that soon enough cell phones will be able to do everything imaginable, but by that time it will be standard and people will want the cell phone industry to progress.
8 year olds texting haha
i didn’t have one until i was 17
I think it is stupid tweens have cell phones. On top of that most of them don’t even make money. This just shows kids they can have whatever they want. That pisses me off!
First of all, 10-11 years old?.. That’s insane. I got my first phone for Christmas when I was a sophomore in high school and my parents even debated giving me one then. I can’t imagine what a 10 year old would need with a cell phone other than to call their parents in an emergency. After having a cell phone for about four years I can honestly say I would be lost without it. People, including myself, are so dependant on cell phones today. I think that the reason texting has become so popular is because many people are phone shy. I know that there are times that I feel like I don’t know someone well enough to talk to them on the phone, so texting makes it much easier.. I’m sure every college student would agree! I think the odea to be able to text an order from your phone or make a reservation some where from a phone sounds awesome.. Technology is out of control. I love it! Soon people won’t even be talking.. ha
I am the oldest in my family and I was shocked when my parents got my sister a cell phone at the age of 13. I begged for a phone my freshman year of high school (for safety reasons ObviouslY!). I have come to the realization that as time goes on technology is going to continue to advance and the idea of 10 and 11 year olds owning cell phones or even lab tops won’t really phase us. However, as far as marketing I think they are a great market to segment to. With all that cell phones offer; games, ringtones, down loading music, etc, companies can make out big.
What is 46% of 8-12 year olds doing with cell phone? That’s astounding..Why would a parent give an 8 year old a phone??? to negotiate with their mom on candy prices at the store? I could see a fisher price one, but I guess this is what America is coming to today. I didn’t have a cell phone ’till I was 16 I think.