The Nielsen Company has released findings of a new study into the use of mobile media by US “tweens” (8-12 year olds). The study entitled “Kids on the Go: Mobile Usage by US Teens and Tweens”, shows that 5 % of tweens use the mobile internet on their mobile phones every month. SMS and ringtones remain the most used non-voice functions while others such as downloaded wallpapers, music, games and Internet access are also popular.

Statistics on tween phone usage
• 35% of tweens own a mobile phone
• 20% of tweens have used text messaging
• 21% of tweens have used ring & answer tones

Where tweens use mobile internet
• 41% of tween mobile Internet users do so while traveling
• 26% of tween mobile internet users do so at a friend’s house
• 17% of tween mobile internet users do so at social events

Tween consumption of mobile media at home
• 58% of tweens who watch TV on their phone do so at home
• 64% of tweens who play music on their phone do so at home
• 56% of tweens who access the Internet on their phone do so at home

Teens vs. Tweens
• 48% of tweens spend less than one hour per day online, and the majority use online for gaming.
• 81% of teens spend more than one hour per day online, and the main usage is for email.

Jeff Herrmann, VP of Mobile Media for Nielsen Mobile, says that, “in addition to the differences between adult and youth media consumers, there’s an important gap between the media behaviors of teens and tweens.” He adds that, the study includes “insights from more than 5,500 teens and tweens and dissects how these demographic segments are engaging with mobile and traditional media.”

“Tweens use their mobile phones, and media, in general, in very unique and important ways,” Hermann says. “Marketers and media executives need to understand these “digital natives” as they mature and reshape the way we think about new and traditional media.”