Children and teens everywhere: mobile
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For years, companies have watched the mobile youth population develop and grow, but aside from text messaging there have not been many clear-cut marketing opportunities on the mobile phone. That is changing, though, as mobile phones are nearly ubiquitous among teens. And the tween audience—roughly ages 8 to 11—is not far behind. According to some researchers, the percentage of tweens owning a phone has nearly doubled in five years.
Mobile Phone Ownership by US Children and Teens, by Age, 2004 & 2009 (% of respondents in each group)Tweens Drive Ownership IncreasesOwnership of Select Consumer Electronics According to US Children and Teens, by Age, May 2009 (% of respondents)Mobile Phone Ownership by US Children and Teens, by Age, 2004 & 2009 (% of respondents in each group)US Children Who Own Mobile Phones, by Age, 2005 & 2009 (% of respondents in each group)Mobile Phone Ownership Among US Child, Teen and Young Adult Internet Users, by Age, 2002 & 2009 (% of respondents in each group)US Internet User Penetration, by Age, 2008-2014 (% of population)US Children and Adults in Households with Only Mobile Phone or No Telephone Service, First half 2007-Second half 2009 (% of respondents in each group)Gender, Race/Ethnicity and IncomeUS Children* Who Own Mobile Phones, by Gender, 2007 & 2009 (% of respondents)US Teens* Who Own a Mobile Phone, by Race/Ethnicity, September 2009 (% of respondents in each group)Mobile Payment Responsibility of US Teen* Mobile Phone Owners, by Household Income, September 2009 (% of respondents)The Growing Smartphone PopulationUS Mobile Phone Subscribers, by Type of Device, Q2 2008-Q3 2011 (% of total)Daily Activities Done via Smartphone/PDA According to US Online Moms, December 2009 (% of respondents)US Females* Whose Children Own a Smartphone, January 2010 (% of respondents)US iPhone and iPod touch Users, by Age, December 2009 (% of total)Mobile Device Owners Worldwide, by Operating System and Age , February 2010 (% of total)US Teen vs. Adult Internet Users Who Own a Mobile Phone, by Type, April 2010 (% of respondents in each group)US Mobile Advertising Requests Served by Millennial Media, by Device Type, March 2010 (% of total)Time Spent Watching TV, Online Video and Mobile Video in the US, by Age, Q1 2010 (hrs:mins)Time Spent per Day Playing Video Games According to US Children and Teens, by Platform and Age, May 2009 (hrs:mins)US Teens* Who Go Online via Mobile Phone, by Race/Ethnicity, September 2009 (% of respondents in each group)US Teens* Who Go Online via Mobile Phone vs. Home Computer, by Household Income, September 2009 (% of respondents in each group)Text Messaging: Usage and MarketingUS Teens Who Text or IM*, 2007-2009 (% of respondents in each group)US Teens* Who Use Text Messaging, by Gender, September 2009 (% of respondents in each group)Top Mobile Phone Activities of US Child* Mobile Phone Owners, 2009 (% of respondents)US Teens* Who Use Text Messaging, by Household Income, September 2009 (% of respondents in each group)Ways that US Teens* Contact Their Friends Daily, 2006-2009 (% of respondents)Change* in Communication Methods Used by US Teen Internet Users, April 2010 (% of respondents)US Teen vs. Adult Internet Users' Change* in Frequency of Text Messaging, April 2010 (% of respondents in each group)Number of Text Messages Sent per Day by US Teens*, September 2009 (% of respondents)Attitudes Toward Text AdvertisingTeens and Mobile Social NetworkingUS Teen Social Network Users, 2008-2014 (millions and % of teen Internet users)US Mobile Phone Users, Internet Users and Social Network Users, 2008-2013 (millions and % penetration)US Mobile Social Network Users, by Age, December 2009 (% of total)Mobile Content Used by US Teen* Mobile Phone Owners, September 2009 (% of respondents)Online Social Media Activities of US Teen Internet Users, 2006-2009 (% of respondents)US Mobile Phone Users Who Access Social Networking Sites via Their Mobile Phone, by Type, January 2009 & January 2010 (% reach)US Twitter Users, by Age, February 2010 (% of respondents)Location-Based Services: The Next StepFrequency with Which US Internet Users Use Mobile Location-Based Services*, by Age, March 2010 (% of respondents)US Consumers Who Are Aware of Social Location Apps*, February 2010 (% of respondents)US Mobile Content Users Who Recall Seeing Ads*, by Mobile Activity and Age, March 2010 (% of respondents in each group)US Mobile Phone Users, Internet Users and Social Network Users, 2008-2013 (millions and % penetration)US Internet User Penetration, by Age, 2008-2014 (% of population)US Teen Social Network Users, 2008-2014 (millions and % of teen Internet users)Mobile Phone Ownership by US Children and Teens, by Age, 2004 & 2009 (% of respondents in each group)Ownership of Select Consumer Electronics According to US Children and Teens, by Age, May 2009 (% of respondents)Mobile Phone Ownership by US Children and Teens, by Age, 2004 & 2009 (% of respondents in each group)US Children Who Own Mobile Phones, by Age, 2005 & 2009 (% of respondents in each group)Mobile Phone Ownership Among US Child, Teen and Young Adult Internet Users, by Age, 2002 & 2009 (% of respondents in each group)US Internet User Penetration, by Age, 2008-2014 (% of population)US Children and Adults in Households with Only Mobile Phone or No Telephone Service, First half 2007-Second half 2009 (% of respondents in each group)US Children* Who Own Mobile Phones, by Gender, 2007 & 2009 (% of respondents)US Teens* Who Own a Mobile Phone, by Race/Ethnicity, September 2009 (% of respondents in each group)Mobile Payment Responsibility of US Teen* Mobile Phone Owners, by Household Income, September 2009 (% of respondents)US Mobile Phone Subscribers, by Type of Device, Q2 2008-Q3 2011 (% of total)Daily Activities Done via Smartphone/PDA According to US Online Moms, December 2009 (% of respondents)US Females* Whose Children Own a Smartphone, January 2010 (% of respondents)US iPhone and iPod touch Users, by Age, December 2009 (% of total)Mobile Device Owners Worldwide, by Operating System and Age , February 2010 (% of total)US Teen vs. Adult Internet Users Who Own a Mobile Phone, by Type, April 2010 (% of respondents in each group)US Mobile Advertising Requests Served by Millennial Media, by Device Type, March 2010 (% of total)Time Spent Watching TV, Online Video and Mobile Video in the US, by Age, Q1 2010 (hrs:mins)Time Spent per Day Playing Video Games According to US Children and Teens, by Platform and Age, May 2009 (hrs:mins)US Teens* Who Go Online via Mobile Phone, by Race/Ethnicity, September 2009 (% of respondents in each group)US Teens* Who Go Online via Mobile Phone vs. Home Computer, by Household Income, September 2009 (% of respondents in each group)US Teens Who Text or IM*, 2007-2009 (% of respondents in each group)US Teens* Who Use Text Messaging, by Gender, September 2009 (% of respondents in each group)Top Mobile Phone Activities of US Child* Mobile Phone Owners, 2009 (% of respondents)US Teens* Who Use Text Messaging, by Household Income, September 2009 (% of respondents in each group)Ways that US Teens* Contact Their Friends Daily, 2006-2009 (% of respondents)Change* in Communication Methods Used by US Teen Internet Users, April 2010 (% of respondents)US Teen vs. Adult Internet Users' Change* in Frequency of Text Messaging, April 2010 (% of respondents in each group)Number of Text Messages Sent per Day by US Teens*, September 2009 (% of respondents)US Teen Social Network Users, 2008-2014 (millions and % of teen Internet users)US Mobile Phone Users, Internet Users and Social Network Users, 2008-2013 (millions and % penetration)US Mobile Social Network Users, by Age, December 2009 (% of total)Mobile Content Used by US Teen* Mobile Phone Owners, September 2009 (% of respondents)Online Social Media Activities of US Teen Internet Users, 2006-2009 (% of respondents)US Mobile Phone Users Who Access Social Networking Sites via Their Mobile Phone, by Type, January 2009 & January 2010 (% reach)US Twitter Users, by Age, February 2010 (% of respondents)Frequency with Which US Internet Users Use Mobile Location-Based Services*, by Age, March 2010 (% of respondents)US Consumers Who Are Aware of Social Location Apps*, February 2010 (% of respondents)US Mobile Content Users Who Recall Seeing Ads*, by Mobile Activity and Age, March 2010 (% of respondents in each group) For years, companies have watched the mobile youth population develop and grow, but aside from text messaging there have not been many clear-cut marketing opportunities on the mobile phone. That is changing, though, as mobile phones are nearly ubiquitous among teens. And the tween audience—roughly ages 8 to 11—is not far behind. According to some researchers, the percentage of tweens owning a phone has nearly doubled in five years.
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For years, companies have watched the mobile youth population develop and grow, but aside from text messaging there have not been many clear-cut marketing opportunities on the mobile phone. That is changing, though, as mobile phones are nearly ubiquitous among teens. And the tween audience—roughly ages 8 to 11—is not far behind. According to some researchers, the percentage of tweens owning a phone has nearly doubled in five years.
The substantial kid-teen mobile user base is just one factor making this audience attractive to marketers. The increasing uptake of smartphones, the arrival of location-based services and the ability to use a mobile device to access media anywhere at anytime will combine to create a variety of new opportunities. However, marketers must be mindful of regulations governing marketing to children and protecting their privacy, especially when it comes to location information.
Key questions this report answers:
How many children and teens own a mobile phone?How are smartphones changing the landscape?Can marketers reach kids and teens via text messaging?How important is mobile social networking?Why will location-based services be attractive to teens, and how can marketers participate?For years, companies have watched the mobile youth population develop and grow, but aside from text messaging there have not been many clear-cut marketing opportunities on the mobile phone. That is changing, though, as mobile phones are nearly ubiquitous among teens. And the tween audience—roughly ages 8 to 11—is not far behind. According to some researchers, the percentage of tweens owning a phone has nearly doubled in five years.Mobile Phone Ownership by US Children and Teens, by Age, 2004 & 2009 (% of respondents in each group)Tweens Drive Ownership IncreasesOwnership of Select Consumer Electronics According to US Children and Teens, by Age, May 2009 (% of respondents)Mobile Phone Ownership by US Children and Teens, by Age, 2004 & 2009 (% of respondents in each group)US Children Who Own Mobile Phones, by Age, 2005 & 2009 (% of respondents in each group)Mobile Phone Ownership Among US Child, Teen and Young Adult Internet Users, by Age, 2002 & 2009 (% of respondents in each group)US Internet User Penetration, by Age, 2008-2014 (% of population)US Children and Adults in Households with Only Mobile Phone or No Telephone Service, First half 2007-Second half 2009 (% of respondents in each group)Gender, Race/Ethnicity and IncomeUS Children* Who Own Mobile Phones, by Gender, 2007 & 2009 (% of respondents)US Teens* Who Own a Mobile Phone, by Race/Ethnicity, September 2009 (% of respondents in each group)Mobile Payment Responsibility of US Teen* Mobile Phone Owners, by Household Income, September 2009 (% of respondents)The Growing Smartphone PopulationUS Mobile Phone Subscribers, by Type of Device, Q2 2008-Q3 2011 (% of total)Daily Activities Done via Smartphone/PDA According to US Online Moms, December 2009 (% of respondents)US Females* Whose Children Own a Smartphone, January 2010 (% of respondents)US iPhone and iPod touch Users, by Age, December 2009 (% of total)Mobile Device Owners Worldwide, by Operating System and Age , February 2010 (% of total)US Teen vs. Adult Internet Users Who Own a Mobile Phone, by Type, April 2010 (% of respondents in each group)US Mobile Advertising Requests Served by Millennial Media, by Device Type, March 2010 (% of total)Time Spent Watching TV, Online Video and Mobile Video in the US, by Age, Q1 2010 (hrs:mins)Time Spent per Day Playing Video Games According to US Children and Teens, by Platform and Age, May 2009 (hrs:mins)US Teens* Who Go Online via Mobile Phone, by Race/Ethnicity, September 2009 (% of respondents in each group)US Teens* Who Go Online via Mobile Phone vs. Home Computer, by Household Income, September 2009 (% of respondents in each group)Text Messaging: Usage and MarketingUS Teens Who Text or IM*, 2007-2009 (% of respondents in each group)US Teens* Who Use Text Messaging, by Gender, September 2009 (% of respondents in each group)Top Mobile Phone Activities of US Child* Mobile Phone Owners, 2009 (% of respondents)US Teens* Who Use Text Messaging, by Household Income, September 2009 (% of respondents in each group)Ways that US Teens* Contact Their Friends Daily, 2006-2009 (% of respondents)Change* in Communication Methods Used by US Teen Internet Users, April 2010 (% of respondents)US Teen vs. Adult Internet Users' Change* in Frequency of Text Messaging, April 2010 (% of respondents in each group)Number of Text Messages Sent per Day by US Teens*, September 2009 (% of respondents)Attitudes Toward Text AdvertisingTeens and Mobile Social NetworkingUS Teen Social Network Users, 2008-2014 (millions and % of teen Internet users)US Mobile Phone Users, Internet Users and Social Network Users, 2008-2013 (millions and % penetration)US Mobile Social Network Users, by Age, December 2009 (% of total)Mobile Content Used by US Teen* Mobile Phone Owners, September 2009 (% of respondents)Online Social Media Activities of US Teen Internet Users, 2006-2009 (% of respondents)US Mobile Phone Users Who Access Social Networking Sites via Their Mobile Phone, by Type, January 2009 & January 2010 (% reach)US Twitter Users, by Age, February 2010 (% of respondents)Location-Based Services: The Next StepFrequency with Which US Internet Users Use Mobile Location-Based Services*, by Age, March 2010 (% of respondents)US Consumers Who Are Aware of Social Location Apps*, February 2010 (% of respondents)US Mobile Content Users Who Recall Seeing Ads*, by Mobile Activity and Age, March 2010 (% of respondents in each group)US Mobile Phone Users, Internet Users and Social Network Users, 2008-2013 (millions and % penetration)US Internet User Penetration, by Age, 2008-2014 (% of population)US Teen Social Network Users, 2008-2014 (millions and % of teen Internet users)Mobile Phone Ownership by US Children and Teens, by Age, 2004 & 2009 (% of respondents in each group)Ownership of Select Consumer Electronics According to US Children and Teens, by Age, May 2009 (% of respondents)Mobile Phone Ownership by US Children and Teens, by Age, 2004 & 2009 (% of respondents in each group)US Children Who Own Mobile Phones, by Age, 2005 & 2009 (% of respondents in each group)Mobile Phone Ownership Among US Child, Teen and Young Adult Internet Users, by Age, 2002 & 2009 (% of respondents in each group)US Internet User Penetration, by Age, 2008-2014 (% of population)US Children and Adults in Households with Only Mobile Phone or No Telephone Service, First half 2007-Second half 2009 (% of respondents in each group)US Children* Who Own Mobile Phones, by Gender, 2007 & 2009 (% of respondents)US Teens* Who Own a Mobile Phone, by Race/Ethnicity, September 2009 (% of respondents in each group)Mobile Payment Responsibility of US Teen* Mobile Phone Owners, by Household Income, September 2009 (% of respondents)US Mobile Phone Subscribers, by Type of Device, Q2 2008-Q3 2011 (% of total)Daily Activities Done via Smartphone/PDA According to US Online Moms, December 2009 (% of respondents)US Females* Whose Children Own a Smartphone, January 2010 (% of respondents)US iPhone and iPod touch Users, by Age, December 2009 (% of total)Mobile Device Owners Worldwide, by Operating System and Age , February 2010 (% of total)US Teen vs. Adult Internet Users Who Own a Mobile Phone, by Type, April 2010 (% of respondents in each group)US Mobile Advertising Requests Served by Millennial Media, by Device Type, March 2010 (% of total)Time Spent Watching TV, Online Video and Mobile Video in the US, by Age, Q1 2010 (hrs:mins)Time Spent per Day Playing Video Games According to US Children and Teens, by Platform and Age, May 2009 (hrs:mins)US Teens* Who Go Online via Mobile Phone, by Race/Ethnicity, September 2009 (% of respondents in each group)US Teens* Who Go Online via Mobile Phone vs. Home Computer, by Household Income, September 2009 (% of respondents in each group)US Teens Who Text or IM*, 2007-2009 (% of respondents in each group)US Teens* Who Use Text Messaging, by Gender, September 2009 (% of respondents in each group)Top Mobile Phone Activities of US Child* Mobile Phone Owners, 2009 (% of respondents)US Teens* Who Use Text Messaging, by Household Income, September 2009 (% of respondents in each group)Ways that US Teens* Contact Their Friends Daily, 2006-2009 (% of respondents)Change* in Communication Methods Used by US Teen Internet Users, April 2010 (% of respondents)US Teen vs. Adult Internet Users' Change* in Frequency of Text Messaging, April 2010 (% of respondents in each group)Number of Text Messages Sent per Day by US Teens*, September 2009 (% of respondents)US Teen Social Network Users, 2008-2014 (millions and % of teen Internet users)US Mobile Phone Users, Internet Users and Social Network Users, 2008-2013 (millions and % penetration)US Mobile Social Network Users, by Age, December 2009 (% of total)Mobile Content Used by US Teen* Mobile Phone Owners, September 2009 (% of respondents)Online Social Media Activities of US Teen Internet Users, 2006-2009 (% of respondents)US Mobile Phone Users Who Access Social Networking Sites via Their Mobile Phone, by Type, January 2009 & January 2010 (% reach)US Twitter Users, by Age, February 2010 (% of respondents)Frequency with Which US Internet Users Use Mobile Location-Based Services*, by Age, March 2010 (% of respondents)US Consumers Who Are Aware of Social Location Apps*, February 2010 (% of respondents)US Mobile Content Users Who Recall Seeing Ads*, by Mobile Activity and Age, March 2010 (% of respondents in each group) For years, companies have watched the mobile youth population develop and grow, but aside from text messaging there have not been many clear-cut marketing opportunities on the mobile phone. That is changing, though, as mobile phones are nearly ubiquitous among teens. And the tween audience—roughly ages 8 to 11—is not far behind. According to some researchers, the percentage of tweens owning a phone has nearly doubled in five years. AdMob
BabyCenter LLC
comScore Inc.
Edison Research
eMarketer
Engage Digital Media
ExactTarget
GfK MRI
Greystripe Inc.
Harris Interactive
Kaiser Family Foundation
Luth Research
Millennial Media
Mobile Marketing Association (MMA)
National Center for Health Statistics
Pew Internet & American Life Project
Q Interactive
The Nielsen Company
US Department of Health and Human Services
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