Want to reach youth? Think mobile. Two in five eight- to 11-year-olds will have mobile phones by 2008. Three in five tweens will have cells and the 15-29 penetration will exceed 80%. This according to a forecast by Toronto-based Solutions Research Group. Key factors driving mobile phone growth in the 8-11 and 12-14 groups are cool factor, parental safety/security concerns, ‘kidfluence,’ (a.k.a. peer pressure) and availability of affordable family plans and mobile units, says the study.
SRG’s forecasts are based on the recent InFocus Sessions with teens on technology and entertainment, part of the Fast Forward Trend Research Series.
