Study: 35% of U.S. Tweens Own Mobile Phones

• Posted: Wednesday, December 05, 2007
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• Author: pradhana
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• Filed under: Handset, Market Survey

A new Nielsen Group study reports that 35 percent of U.S. tweens--defined as kids ages 8 to 12--own mobile phones. Among the tween mobile population, 20 percent have used text messaging, while 21 percent have downloaded ringtones and answer tones--related content including wallpapers, music and games are also highly rated by the demographic in question.

Additional Nielsen findings include:

• 5 percent of tweens access the Internet over their phone each month
• 41 percent of tweens access the mobile Internet while commuting or traveling
• 26 percent of tweens access the mobile web while at a friend's house
• 17 percent of tweens access the mobile web at social events
• 58 percent of tweens who download or watch TV on their phone do so at home
• 64 percent of tweens who download or play music on their phone do so at home
• 56 percent of tweens who access the Internet on their phone do so at home

"Tweens use their mobile phones, and media in general, in very unique and important ways," said Nielsen Mobile VP of mobile media Jeff Herrmann in a prepared statement. "Marketers and media executives need to understand these 'digital natives' as they mature and reshape the way we all think about new and traditional media." [FierceMobileContent]

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