Wired For Sound

A staggering 96% of children aged between 7 and 14 have access to a mobile phone.

That’s one of the remarkable set of statistics to come from a survey of 3000 children by subscription TV’s Cartoon Network.

The current generation of young consumers are fearless when it comes to new technology and readily adapt to its use.

In fact two-thirds teenagers responded said it would be difficult to stay in touch with family and friends without access to instant messaging, e-mail and texting. Whatever happened to the telephone?

As increasing children have more unrestricted access to the Internet, parents needs to be more vigilant about what their offspring are doing with their time.

Information such as this survey provides additional evidence that tailoring promotional opportunities for older children and teenagers using technology are likely to be successful.

Such marketing programs to be handled sensitively and age appropriately – parents too have access to technology and aren’t afraid to share their views about what they feel is inappropriate targeting of children.