35% of Tweens Own a Mobile Phone

Last week, Nielsen released the preliminary results of a study on tweens (ages 8-12) and mobile media.


  • 35% of tweens own a mobile phone.
  • 20% have used text messaging.
  • 21% have used ring & answer tones.
  • 5% access the Internet over their phone each month (56% from their home).

In addition, “while 41% of tween mobile Internet users say they do so while commuting or traveling (to school, for example), mobile content such as the Internet is also a social medium for this audience: 26% of tween mobile Internet users say they access the web while at a friend’s house and 17% say they do so at social events.”

“Tweens use their mobile phones, and media in general, in very unique and important ways,” said Jeff Herrmann, VP of Mobile Media for Nielsen Mobile. “Marketers and media executives need to understand these ‘digital natives’ as they mature and reshape the way we all think about new and traditional media.”

(found via eMarketer)

What it means: I’m always interested in tween and teen technology usage as it helps me forecast future habits. Untethered online access will be a must for that generation.


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