TimmyHTeens Becomming Less Mobile
September 23rd 2008 03:16
Researchers have found that Gen Y is not as receptive to mobile technology as was once thought.
The analysis comes from a mashup of survey and metered Internet usage data from comScore M:Metrics, MediaMetrix and VideoMetrix.
Wu said that while teens are often assumed to be early adopters who want to do things like surf the mobile Web and watch video on their phones, they are limited by how expensive those extra features are.
"Over 68% of teens are on a plan where another family member is responsible for the bill," Wu said. "So while they may want to download games and ringtones, or send picture messages, they often need to ask for permission first," Meanwhile, nearly 19% of teens are on a prepaid plan, which offers more independence, but still poses some cost constraints.
Most teens do not have phones with cutting-edge technology.
Teens frequent the same kinds of sites, or engage in the same kinds of activities that they do on the desktop.
"Teens have been trained so well by their parents to be wary about online ads, spam and people asking for their info on the PC," Wu said. "So that may be contributing to why they seem less receptive to mobile advertising than one would expect. Texting is a short, easy form of communication for them, but it would be disjointed for them to get an ad while they're texting back and forth with their friends."
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Courtesy: Parentalsoftware.org
The analysis comes from a mashup of survey and metered Internet usage data from comScore M:Metrics, MediaMetrix and VideoMetrix.
Wu said that while teens are often assumed to be early adopters who want to do things like surf the mobile Web and watch video on their phones, they are limited by how expensive those extra features are.
"Over 68% of teens are on a plan where another family member is responsible for the bill," Wu said. "So while they may want to download games and ringtones, or send picture messages, they often need to ask for permission first," Meanwhile, nearly 19% of teens are on a prepaid plan, which offers more independence, but still poses some cost constraints.
Most teens do not have phones with cutting-edge technology.
Teens frequent the same kinds of sites, or engage in the same kinds of activities that they do on the desktop.
"Teens have been trained so well by their parents to be wary about online ads, spam and people asking for their info on the PC," Wu said. "So that may be contributing to why they seem less receptive to mobile advertising than one would expect. Texting is a short, easy form of communication for them, but it would be disjointed for them to get an ad while they're texting back and forth with their friends."
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