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Teens are not the best demo to target with cell phone advertising, according to a new study from comScore. Though they are cell phone-savvy, most of them - 70 percent - have their phones paid for by parents, which means they often have basic services that don’t include extras like data plans.
While teens are assumed to be early adopters who like surfing the mobile web or watching video on their phones, they are in reality limited by how expensive those extra features are, said comScore marketing analyst Jen Wu during a webinar on Thursday (via MediaPost). A contrasting study from ACE*Comm found (via Clickz), on the other hand, that, while parents foot the bill of most teen mobile lines through family plans, most teenagers aren’t restricted by their parents when it comes to cell phone or data usage.
Only 6 percent of teens with mobile phones have responded to a poll or contest via a short code in the past month, the comScore study found. Though that’s slightly higher than the overall population - at 4.5 percent - it’s far from a high number. Fewer still - 1.6 percent, have responded to a text message ad - 1.6 percent, compared to 2.4 percent of overall mobile users. Just 1.5 percent of teens have responded to an offline ad that prompted them to text a short code.
Part of the reason for the low numbers is that parents have warned them about online ads, spam, and people asking for personal info on the PC. “So that may be contributing to why they seem less receptive to mobile advertising than one would expect,” said Wu.
Another study, from M:Metrics, looked at mobile use of college students. The report found that employed college students are 42 percent more likely to use mobile email than the typical subscriber, and are 23 percent more likely than full-time workers. A student’s mobile phone bill ranges from $41 to $60 per month; 57.5 percent of students are on family plans and don’t pay the bills themselves. Students who don’t work may be more conscious of download costs, the report found.
The number of teen cellular subscribers in the U.S. surpassed 16 million in 2007 - that was up 12 percent from 2006 - but growth is stagnating, according to a report released in July from market research consultancy MultiMedia Intelligence (MMI).
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