Driving the mobile segment: teens and their parents
So this article on one of our favorite blogs – “Branding Unbound” – piqued our interest: “At a recent conference, I told an audience that mobile is being driven by two groups: Anyone who is a teenager. And anyone who has one. New research from M:Metrics is bearing that out. As reported in the Boston Globe, the fastest growing group of text messagers is adults between the ages of 45 and 64, according to data from M:Metrics. In fact, this segment grew seven times as fast as among teenagers under 18. And according to Telephia, a least among Cingular users, women in their 40s are the fastest growing text message demographic.
The overall growth is driven by a number of factors. But, as the Globe points out, in a study of 1,175 parents, nearly half said their kids introduced them to text messaging. And 63% said it had improved communications with their kids.
“You know if you show up in person, you may get the cold shoulder,” said Naomi Baron , a professor of linguistics at American University. “But you know that maybe if you communicate in their medium, you may get their attention.”
Pretty much the same with marketers trying to reach both kids – and their parents.”
Fastest Growing Segment of Texters: 45- to 64-Year-Olds