Do the common conceptions of today’s youth as text-crazed, twittering, social-networkers hold ground when compared to real figures?
It is obvious that cell-phone carriers and manufacturers target youth and households with youth in their marketing strategies - think "family share plan". And whether these marketing strategies are effective or not, certainly the right market is being targeted. According to non-profit, mobileyouth.org, there are currently 1.2 billion youth with cell-phones worldwide, spending thus far in 2009: $250 billion in the mobile market.
Despite the misconception that youth are the main consumers in the mobile market, this is not true... yet.
The Pew Internet Project reports that it is not youth who comprise the majority of cell-phone owners, but adults over the age of 18. However, the number of youth who own cell-phones is rapidly increasing to match the adult majority and may soon surpass it. In 2008, 77% of adults owned a cell-phone, compared to 71% of youth aged 12-17 (with the rate of growth in youth ownership far outweighing that of adult ownership).
Mind you, this does not imply "kiddy cell-phone" ownership. Youth are interested in smartphones, PDAs, and the trusted QWERTY keyboard - enhancing texting possibilities. According to Strategy Analytics, in the second quarter 2009 growth of a 20% annual rate has led to 43 million smartphone units reaching the U.S.
That is, smartphones accounted for 23% of all cell-phone sales in the first quarter of 2009, up from 17% the same quarter a year ago, according to market research company NPD Group. Sure, 23% is not even nearly half of all cell-phone sales, but the rate of smartphone sales is rapidly increasing. RIM, Canadian smartphone manufacturer Research in Motion, is thus far leading the smartphone trend with its 8300 series of Blackberries out-selling Apple iPhones in the first quarter of 2009.
But the question remains, why would a pre-teen even need a smartphone? What are youth using their cell-phones for?
A study conducted by the NPD Group, in April 2009 indicates increased mobile phone usage in youth aged 4-14. This national study surveyed over 3,000 adults with youth in the household, the results of which showed that 46% of youth with cell-phones engage in text messaging, more so than making actual phone calls.
So at least one conception does hold true: America’s youth are avid "texters".
What then are the implications of a young nation of "texters"?
Apparently, research has pointed concern in various directions. An article published in 2003 by the Journal of Sleep Research claimed that receiving text messages caused disturbances in sleep for half of the 16-year olds and one in three 13-year olds used in the study. Well, my simple suggestion to that: turn off the cell-phone at night.
Frankly, various studies have been conducted, many involved with the cognitive functions of youth who frequently text (in other words, the ability of “texters” to process and store information in the brain and perform simple tasks). Results of such studies can be placed on a spectrum from "no scientific significance" to "alarming implications", but long-term effects, if any, are still unknown.
The Pew Internet Project is a subsidiary research group of The Pew Research Center, a nonpartisan effort in social research of the American Public.
Strategy Analytics is a consulting research company of over 30 years experience in the U.S. communication and entertainment markets.
The NPD Group is a global provider of consumer and retail market research for numerous industries, established in 1967.