Mobile Tweens & Teens

What were you doing when you were 10 years old? Climbing trees, riding bikes, playing Barbie and Hot Wheels? Well folks, the times have definitely changed. A new and more exciting toy has graced our young population…the cell phone. The key age for kids to acquire their own phone is 10. And that isn’t just the popular kids who always get what they want…more than 50% of 10-year olds in the U.S. own phones! In the 13 to 17 year old age range, 77% own cell phones. These kids are texting gurus. Not only do they all know the “text language”, their fingers move a mile a minute, and they probably know how to operate all the phone capabilities better than a lot of adults. That said, a lot of the text messages that these tweens and teens send out barely justify the bill.
“wats up” → “nothing” → “cool” → “yea” → “see you l8ter”
Come on kids! That is one of the most anti-stimulating conversations ever, but it is pretty common with these teeny-boppers. It doesn’t matter what they are texting, they are just cool if they are texting. Their main mobile activities are making calls, texting, and playing games (because yes, even though they are like adults with phones, they are still kids who love games).

So where am I going with this rant? Kids have phones; kids like to text; and kids are impressionable. There is a huge mobile market for kids out there, which is wide open. Of course there are rules and regulations with marketing to minors; but if the parents allow their kids to have phones, there is a good chance they will allow them to participate in positive mobile campaigns. 65% of tweens with cell phones are on shared family plans, and almost 30% have prepaid plans. As they get older, they start playing for their own individual plans (which often include unlimited texting).

The Simpsons, although a little far-fetched, hit the nail on the head in their episode entitled “Apocalypse Cow.” Bart and Lisa are part of the impressionable, American youth. Who cares about the cost, if they believe in a cause, money is no issue. Now don’t charge $15 per text; but play by the rules of the book, and you may open your doors to the tween and teen mobile market.