Teens Use Cell Phones to Stay in Touch with Family and Friends, Not to Look 'Cool'
New Research From OTX and eCRUSH Shows Teens' Practicality with Mobile
OTX (Online Testing eXchange), a leading global consumer research and consulting firm, released new results from its Teen Topix study.
The Teen Topix survey taps into the complex lives of the 13-17 year old set and is done in conjunction with eCRUSH, a leading PG-13 social networking site. 750 teens across the country were surveyed about their mobile phone preferences and behavior.
A key finding of the study was insight into the way cell phones make teens 'feel' and the benefits they get from cell phone ownership.
When asked about benefits, a majority of teens cited reasons such as 'convenience of being able to communicate from anywhere (77%)' and 'security of being able to reach family (75%)' as major benefits. Much lower on the list were friends' admiration of their cell phone features (41%) or look (39%).
When asked specifically how cell phones made them 'feel', teens again opted for connectivity with friends (71%), connectivity with family (63%) and being responsible (61%), over important (31%), fashionable (30%), or trendy (27%).
How does owning a cell phone make you feel Total Teens
The study also found that of all the gadgets and devices available today, the cell phone is a teen favorite. 51% of teens said they "absolutely could not live without" their cell phones. When teens were asked about the mobile phone features they have and use, text messaging was overwhelmingly cited as the feature they use most (72%), followed by the ability to customize wall paper (72%), take digital pictures (63%), and play games which come with the phone (56%).
Much lower on the list was downloading music (36%), and downloading videos (22%) Text messaging was also cited as the feature teens want most (among those that don't have this feature), well ahead of taking digital pictures, downloading music, or using an instant messenger program.
Features teens have and use
Among these teens, music videos are the most watched type (67%), followed by user generated content (27%), full length TV shows (24%) and clips from TV shows (24%). 31% of teens who watch video on their cell phones also reported that their consumption of TV, DVDs, and movies has not decreased.
"As media companies move into the mobile space, it's critically important to understand how the teen demographic uses mobile technology for entertainment and the extent to which this usage affects their other media and leisure time behaviors," said Bruce Friend, President, Media and Entertainment Insights for OTX.
What type of videos are you watching on your cell phone? Total Teens
About OTX (Online Testing eXchange)
OTX (Online Testing eXchange) is a global consumer research and consulting firm that has established itself as a leading provider of online-based research. The company specializes in providing innovative, cutting-edge online technology, products and analysis to the marketing, entertainment and advertising communities. OTX has developed the most innovative products available for online research today -- products that work to uncover deeper and more profound consumer insight. Today the company is one of the fastest growing research companies in the United States and has offices in Los Angeles, New York, Cincinnati, Miami, Chicago and London, with strategic partners in Japan, Australia, Russia and China.
The eCRUSH Network, acquired by Hearst Magazines Digital Media in January 2007, is a group of PG-13 sites related to universal truths of crushing, flirting, and all forms of teen connectivity.
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