News

Mobile use growing among tweens

TV ratings guru The Nielsen Company has turned its bean counters on to the tween mobile market in the US. Not surprisingly, use among the demo keeps growing and a full 35% of US tweens now own a mobile phone.
December 4, 2007

TV ratings guru The Nielsen Company has turned its bean counters on to the tween mobile market in the US. Not surprisingly, use among the demo keeps growing and a full 35% of US tweens now own a mobile phone.

Neilsen’s upcoming report, Kids on the Go: Mobile Usage by U.S. Teens and Tweens, further estimates that 20% of tweens are sending text messages and 21% have used ring and answer tones over the past year.

Notably, the study found that only 5% of tweens access the internet via their phones each month, but those that do are more than willing to use their phones as a home-entertainment system. The majority (58%) of tweens who download or watch TV on their phone do so at home. And when it comes to downloading and playing music on their mobiles, 64% of tweens engaged in the activity also do it at home, while 56% of tweens who access the internet stick to their familial environs.

However, tweens still lag behind teens in cross-media use. Nielsen reports that tweens spend less time surfing the internet than their teen counterparts. The report states that 48% of US tweens said they spend less than one hour per day online, with 70% of tweens online using the internet for gaming. Comparatively, 81% of US teens say they spend one hour or more per day online, with email being the most pervasive online activity for this age group.

About The Author
Gary Rusak is a freelance writer based in Toronto. He has covered the kids entertainment industry for the last decade with a special interest in licensing, retail and consumer products. You can reach him at garyrusak@gmail.com

Menu

Brand Menu