By Bradley Johnson
A majority—57 percent—of teens age 13-17 now have a cell phone, but that’s far below the 80 percent of adults 18-plus who own a phone. Still, for a glimpse of the future, look no further than Generation Wireless.
Cell-phone users age 13-17 are connected to their phones by ear, eye and touch like no other age group. They are far more likely than other demographic groups to use a broad range of data services, and they will be first in line to try emerging offerings like cell-phone TV.
“They’re crazy for mobile,” said Mark Donovan, VP-senior analyst with M:Metrics, a research firm that tracks wireless content and applications. “They see [a phone] as this little digital communicator that they can take with them wherever they go.”
Their young-adult peers—age 18-24—are more likely than younger teens to snap cell-phone pictures and buy ringtones, according to M:Metrics data. But for most wireless content and features, young users are the biggest enthusiasts.
Generation Wireless has been a digital demo from birth, growing up after the dawn of cellular (the first U.S. service went live in 1983) and with the Internet (the first major Web browser debuted in 1993).
Getting a cell phone is a rite of passage for teens. Just 12 percent of kids age 8-12 have a wireless phone, but that jumps to nearly half—49 percent—for ages 13-15, according to a Harris Interactive youth survey last year. By age 18-21, cell-phone penetration (81 percent) is in line with the average for all adults (80 percent).
The top reason teens cite for getting a cell phone is safety, according to Telephia, a market research firm. That’s not surprising: Parents decide when the kids go wireless. “Parents love kids to have mobile phones,” said Glen LeBlanc, research director for wireless services at NPD Group. “It’s an electronic leash.”
Parents pick their children’s wireless service in about two-thirds (68 percent) of cases, Telephia said. Family plans are the standard; 62 percent of teens age 13-17 are on a family plan for wireless, according to NPD’s Mobile Consumer Track. NPD said another 15 percent of teens use a prepaid phone—such as TracFone, Virgin, Boost or T-Mobile To Go—that effectively caps their use.
Parents set limits
Most of the time, mom and dad foot the bill for wireless. That gives parents more reason to set limits on data features, such as text messaging, which carry tolls. “I have to believe that in households across the nation, there are ongoing negotiations about what’s appropriate to do with your cell phone,” said M:Metrics’ Donovan.
But there’s no denying that the biggest users of premium wireless features—messaging, game downloads, photo services, sports information, entertainment news—are young consumers having fun at someone else’s expense. Among kids age 13-17—the heaviest overall users of such services—just 18 percent pay for their cell service, said Mr. LeBlanc. Among the second heaviest users—18-24—38 percent pay the bills.
Teens age 13-17 are three times as likely as the average cell-phone owner to use their phones to access shopping guides and content from men’s and women’s magazines, according to M:Metrics. They use phone features to get restaurant and movie info at more than twice the national average.
Higher bills could be ahead as young cell-phone users show the most interest in emerging services. For those age 13-17, about 17 percent say they are somewhat or very likely to subscribe to a live TV service, according to M:Metrics; 13.4 percent of cell users age 18-24 expect to do so. Interest falls sharply for older age groups.
Will young consumers pull back from wireless when they have to pay? Not likely. Cell phones are central to a generation that stays connected at all times to friends, family and the world. “It’s going to be amazing to watch these people grow up,” said Mr. Donovan. “It’s going to be a mix of ruling the world and playing videogames.” Not necessarily in that order.
Bradley Johnson is a reporter with AdAge, a sister publication of RCR Wireless News. Both publications are owned by Crain Communications Inc.
I’ve been beta testing a mobile money solution for a few weeks now from a startup called Obopay, and from what I’ve seen it’s a much smarter solution than what TextPayMe offers, or even what Paypal is offering here.
It’s really all about creating a robust, simple to use solution, and using text messages for mobile payments is not it. The Obopay service I’ve been using has its own little java app that has simple menu commands like “Pay”, “Request Pay” and “Check Balance” “See History” which creates a nice streamlined interface from which to send money around. The difference is like using a Windows or a Macintosh vs. DOS or a Command Line Interface. Having an application makes all of the difference in easy of use and utility.
Combined with a linked debit card I can spend the money in my Obopay account anywhere that MasterCard is accepted, or take money from any ATM instally, as soon as someone sends me money. Also, the Obopay mobile application is perfect for someone like me who often sends medium sized increments of money around to people like my friends and family, but doesn’t require me to use an ATM or hassle with carrying around cash. It’s a lot like the Paypal web service, except you can access it anywhere you are and it doesn’t have any of the clutter, it’s just a simple pay and be paid service for my cell phone.
I’ve already used this service to loan money to my mother-in-law (who is also a beta tester) as well as let my boyfriend pay the check at restaurants while I send him the exact amount for my half of the bill. I can really see this sort of thing revolutionizing the way I handle money, especially if enough people get onboard.
I think that mobile payment services like Obopay’s have a lot of potential to replace a good chunk transactions involving cash. At the very least it’s going to put companies like Western Union out of business (who the heck wants to send money for a ridiculous fee from fixed locations when they can do it from their cell phones for practically nothing?), but I also think it’s going to replace the vast majority of cash transactions since the cell phone is such a ubiquitous platform; literally everyone and their grandmother has a cell phone which is all you need to send/receive money instantly.
Looking ahead, I’m glad I’ll have my Obo phone with me when I go to Europe in a month since I won’t need to freak out about getting emergency cash if I need it, I can just get my parents to send me money and I’ll have it in my account seconds later.
Comment by Deirdre Hancock — March 23, 2006 @ 12:43 am