Parents Attitudes Towards Smartphones

In a recent post, we detailed information on the amount of time children are using smartphones.  Today, we’ll look at what ages parents think kids should be using mobile devices.   Mobile devices can be a sticky subject for parents. While having a mobile device can certainly deliver educational content as well as a direct communication route between parent and child, there are certainly risks that come with kids using mobile devices unsupervised.    

images• Just 5% of parents think that children under 10 should have a smart phone, close to 40% of children under 10 are estimated to be smart phone owners

• One in four parents think feature phones are ok for children from 10-11.  Just 12% think that is an appropriate age for a smart phone

• The age of 12 seems to be the tipping point – 22% of parents thought that a smart phone was ok for a 12 to 13 year old. 30% of parents were comfortable with that age group having a feature phone

•27% of parents said that 14 year olds were ok to have a smart phone and 24% said that it was appropriate for 16 year olds to have them

• It’s estimated that 44% of children own a smart phone including 66% of kids 14-17

What Does This Mean To You?

Besides the fact that there would be no way in the world my parents would have entrusted me with a smart phone at age 12 – these studies are more evidence of how pervasive mobile adoption is.
As a business, it also means that you will need to do your due diligence with loyalty program as far as sms/text and email (email is rapidly becoming a mobile-first activity).  Make sure that you have age restrictions stated on signup – although that may not dissuade them for signing up. It might be a good idea to periodically have people “resign up” – offer them a special discount.  This could help you clean out database of unlikely customers.  If kids are a target audience for your marketing efforts – make sure you are complying with rules and regulations.  Also remember that just because something is legal, doesn’t make it right.  The rath of parent on social networks will be heard much louder than your explanation that you weren’t doing anything wrong by marketing to their kids.  For more information on how to get the most from your mobile marketing strategy, please contact:
Al Fiala
amfiala@gmail.com

Source: Zact; eMarketer

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