What the Wireless
Future Holds

Tapping Into the Wireless
Youth Market

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This month's issue of Reaction explores the interests and habits of the growing number of kids who are connected to the wireless world. What are they doing with their cell phones and why? How can you take advantage of their eagerness to be connected? Reactorz qualitative research can point your organization in the right direction.


Is the younger generation of North America ready for the explosion of wireless capabilities about to come their way? As a marketer are you interested in understanding more about their communications needs and wants? Reactorz put the query to its panel of kids, teens and young adults and asked them what wireless technology they currently own. Not surprisingly, the majority of kids between the ages of 7 to 22 currently has access to (59%) or owns a cell phone (46%). While fewer kids in the seven to 12 range have their own cell, almost ¾ of them have access to a family phone. Most of the respondents stated that their first priority in having a cell phone was to be able to contact their parents and family for emergency purposes. But what do they really do with them? As you may suspect, most of them are talking up their minutes with their friends.

For those who have text messaging, they either love it or don't use it. For the latter, it's often because they haven't figured out this feature since most of their friends' cells aren't equipped with text messaging …yet. They are very interested in checking their web-based email or instant messaging but very few of them are actually using these features. The kids were largely unaware of what they could do with an Internet-enabled phone, but were quite interested in options such as checking their bank account balance or getting movie listings when suggested. Kids need to know more about these features that would be of interest to them.

We also found,, particularly with the older kids, that many were concerned about costs. Even though most kids have told Reactorz that their parents flip for their phone bill, they are very aware of the current cost structures with cellular plans and savor every second used.

Insight: While kids may not be buying cell phones or paying the monthly bills, a lot of them have access to and regularly use cell phones. However, as they are not being marketed to, they are unaware of many of the features available to them. They are eager to adopt the newest and best features available to them.


Imagine a cell phone able to take photos and video clips. Or what about scanning notes from the class you have missed? How about a wireless device that receives contest announcements and the capability to enter them as they occur? Or view a movie trailer and order a pizza without actually speaking to someone. In Japan, the wireless industry is so well received and embraced that the young generation views wireless devices as a necessary communications tool rather than luxury items, and go so far as to coordinate their devices with their outfits. Mothers are beaming home a selection of dinner options directly to their family members from the grocers. Universal Studios is offering movie related downloads including ring tones, picture messages and mobile games to Nokia phone users in the U.S. and Asia-Pacific countries. Although North Americans have a way to go, we definitely know that the future of a wireless society will progress at lightening speed and today's youth will be the leaders in that development.




Reactorz has been tracking the wireless movement with kids between the ages of 7 to 22 by asking its members age-appropriate questions to assess such motivating factors such as parents and peers, what features they look for in their wireless devices and even the attitudes of kids who currently do not use wireless. Reactorz can customize its research for corporate partners to offer more insight into specific areas of interest.

Reactorz offers a safe place where kids and young people can get involved in the creation of content meant for them right from the beginning. Survey questions, discussion topics, poll and brainstorming chat sessions are presented to draw thoughtful and constructive opinions from the members. Do you want to find out how the youth market could interact with your brand? Reactorz provides smart solutions for this rapidly moving group.


From Reactorz' current research we know that the kids want features that are fun and easy to use. Before investing a lot of money to create new features or content for the youth market and then finding out if they work, Reactorz can be used to involve young people in the design and production of your project to achieve maximum impact.


Do you want to know if your program is reaching its target audience? Reactorz can be used to assess existing programs or test pilot new ventures. Using rich media tools Reactorz members can provide insightful feedback on all aspects of content, marketing campaigns or products.

If you're interested in more about the wireless age, here are some links you may want to check out:

The Clash of the Wireless titans Begins.
www.businessweek.com
www.wirelessreview.com
www.pocketboxoffice.com
www.wirelessfutures.co.uk






Between the ages of 18 and 22, 65% of the respondents say they currently own a cell phone, and 15% own a pager. 50% say they also have access to a cell phone that can be borrowed from a family member or friend.



Between the ages of 7 and 12, 87% have access to a cell phone.



For kids between the ages of 7 and 12 the need to be in contact with parents/family was the primary influence on having access to a wireless device (31%).



Between the ages of 13 and 17, 23% of the participants cited the ability to check their bank account balance as the most interesting feature after using a cell phone for talk. 20% also thought checking web based email was worthwhile.





if someone has a cell phone they should pay for it. My mom made me get a job so that I could afford it. but anything worth having is worth working for."
(boy, 17)

yes I do have a cell phone ... but my parents always complain about how much they hve to pay, but that's only because I have a really bad deal. I just have to change the deal."
(girl, 15)

My mom has a cell phone, and I use it all the time for playing games, talking to friends and family members, and if my sister or my parents are on the Internet. Sometimes I also phone home for a joke and say 'cleaning service.' "
(girl, 10)




"Two in 10 children (22%) own a mobile phone, while 15% have a handheld device such as a Palm or Visor." -
Youth Market ALERT, U.S.A., March 2002



"Girls (24%) are more likely than boys (17%) to own a mobile phone. However, boys outnumber girls in handheld device and PocketPC ownership."
Youth Market ALERT, U.S.A., March 2002.
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