Teens love their mobiles phones and rely on them to keep in constant contact with friends and family. While teens are notorious addicts to text messaging, the mobile Web has made only lesser inroads among mobile users ages 12 to 17. But some groups may be turning to the mobile Web in place of more traditional access methods.
The Pew Internet & American Life Project's "Teens and Mobile Phones" report indicated that black teens were more than twice as likely as whites to go online on their mobile phones, at 44% versus 21%. Hispanic teens were also relatively active on the mobile Web.
US Teens* Who Go Online via Mobile Phone, by Race/Ethnicity, September 2009 (% of respondents in each group)
In addition, teens living in households with annual income under $30,000 used the mobile Internet at almost twice the rate of more affluent groups. They were notably less likely to have access through a home computer. Pew reported that, overall, 21% of teens who had no traditional PC access to the Internet went online via mobile phones.
US Teens* Who Go Online via Mobile Phone vs. Home Computer, by Household Income, September 2009 (% of respondents in each group)
"Teens from low-income households, particularly African-Americans, are much more likely than other teens to go online using a cell phone," the report said. "This is a pattern that mirrors Pew Internet Project findings about adults and their cell phones."
Brand marketers trying to tap this market must change their thinking about this largely urban audience. At a press gathering in New York City in April, Andre Pinard, director of consumer insights at Alloy Access, discussed the results of a Harris Interactive poll taken for Alloy in 2009. "We found that urban is a mindset" he said. "It's not about ethnicity. It's grounded in interests and aspirations."
Urban millennials in particular are well-connected socially and open to people from all backgrounds. They have moved beyond brands that still rely on athletes and entertainers and now expect authenticity from marketers and advertisers, Mr. Pinard said.
http://www.emarketer.com/Article.aspx?R=1007660
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