14 DAY TRIAL // The number of children under 11 years old that currently own a mobile phone is increasing. This was the conclusion that IGR reached after conducting the Tween Teen Market Opportunity Study.
The frequent use of mobile phones among youngsters can be easily explained if seen as part of the rapidly growing mobile phone industry. For some, it's a statement of their personality that brings an opportunity for displaying another technological toy. Still, for most of the children, the cellular proves to be an extremely useful object that makes it easy to keep contact with their friends, but also with the parents.
An aspect that must not be neglected is the importance of the parents' decision of buying a mobile phone for their children. This dissociates the choice between the interests of two sides: those of the children and those of the parents.
The study shows that older children do not see the more childish phones as an option. Moreover, parents prove to play an important part when it comes to choosing the cellular. This is why mobile phone producers should not disregard their role in the process of buying such a device. Iain Gillott, founder and president of iGR emphasizes that by stating that "While the children might have opinions about what they want and how they will use a cell phone, their parents still make the purchase decision and -- more importantly -- pay for the service and device."
iGR's Tween Teen Market Opportunity Study, 2007 was conducted throughout March and April, this year. More than 1,000 children aged 5 to 17 years took part in the study, along with some parents.