Tuesday, December 04, 2007

Sneak Peak at "Kids on the Go" (New Nielsen Report)

*****Oops, forgot to post this yesterday (Sara, Dec.5, 2007)*****

The Nielsen Company is getting set to release a new report on young people and mobile devices, called Kids on the Go: Mobile Usage by U.S. Teens and Tweens. According to the press release, the report will include a number of new findings about "tweens" (kids aged 8-12 years), such as:
* 35% of tweens own a mobile phone.
* 20% of tweens have used text messaging.
* 21% of tweens have used ring & answer tones.
* 5% of tweens access the Internet over their phone each month.

And among the 5% of tweens who access the Internet over their mobile phones:
* 41% do so while commuting or traveling.
* 26% do so while at a friend's house.
* 17% do so while at social events.

The press release goes on to describe that although text-messaging and ringtones (?) "remain the most pervasive non-voice functions on the phone, other content such as downloaded wallpapers, music, games and Internet access also rank highly among tweens." I'm a bit confused about the ringtones thing -- do they mean downloading ringtones, or creating them, or both? [This also reminds me of something else I read this week, about a study in Whales that found that as girls age, they engage in fewer creative activities than guys do...including creating ring tones.] Anyway, the press release doesn't provide stats on how many tweens download content, but they do give some info about those that do:
* 58% of tweens who download or watch TV on their phone do so at home.
* 64% of tweens who download or play music on their phone do so at home.
* 56% of tweens who access the Internet on their phone do so at home.

That's kind of unexpected, isn't it? That most downloads happen at home, and not "on the go"?

The report also provides some comparative analysis, looking across age groups and across media. For example, Nielsen found that tweens are spending less time surfing the internet than teens (e.g. 48% of tweens say they spend "less than one hour per day online" vs. 81% of teens who say they spend one hour or more). When they are online, "70% of tweens use the Internet for gaming" (whereas teens use the Internet mostly for e-mail...again contrary to all the hype that young people don't use email). Again, I find the phrasing a bit confusing (perhaps purposefully) - do they mean that 70% of tweens do game (as in, at all...to whatever extent and for however long), or that gaming is the most popular activity among tweens?

Check out Gary Rusak's coverage of the report on Kidscreen, or Tanya Irwin's coverage on MediaPost

No comments: