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Sunday, 18th February 2007

Mobile phones and the consumer kids

Mobile phones and the consumer kids (PDF; 44 KB)
Source: The Australia Institute
From press release (PDF; 35 KB):

Drawing on data from Roy Morgan Research's Young Australian Survey, the paper finds:

  • Mobile phones are marketed to parents on security grounds, but most children who own them are motivated by status and aesthetics in their purchasing decisions.
  • Fifty-three per cent of tweens believe the brand of their phone is important and 62 per cent believe that they way the phone looks is important. Sixty-one per cent of child mobile phone owners want the latest technology and features and 54 per cent plan to upgrade their phone.
  • As phones become more expensive and children are encouraged to use phones to download the latest ringtones, games and videos, the costs rise.
  • Of children who own mobile phones, almost one in five say they spend too much on their mobile phones; and even more of their parents agree.


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