Teens Not That Interested in GPS Mobile Phones
October 12, 2007While it may seem like virtually every teenager one sees today has a mobile phone, GPS and location-based services (LBS) for that phone aren't high on the list of U.S. teens' preferred mobile phone functions.
Consumer marketing research firm Online Testing eXchange (OTX) recently released results from its Teen Topix study, done in conjunction with eCrush, a PG-13 social networking site. Some 750 teens aged 13 to 17 across the country were surveyed about their mobile phone preferences and behavior.
Some of the statistics are anything but surprising. When asked about benefits of having a mobile phone, 77 percent of teens cited the convenience of being able to communicate from anywhere as a major benefit, and 75 percent cited the security of being able to reach family. When asked specifically how having a cell phone made them feel, being connected with friends topped the list at 71 percent, followed by being connected with family at 63 percent.
"This release of Teen Topix sheds new light on many marketers' image of teens," said Amy Gibby, eCrush president. "It's not all about look and fashion when it comes to this category; teens are practical and look for many of the same benefits we all do."
Indeed, only 30 percent of respondents said that owning a phone makes them feel fashionable.
In terms of what features teenagers have on their mobiles and what features they want, text messaging topped both lists; 72 percent of those surveyed had text messaging capability, while 45 percent said it is the feature they want most in a phone—that was among those who didn't have it already. Again, no surprises there for anyone who has spent time around teenagers lately.
Down near the bottom of both lists, however, is GPS. In terms of features that teens are using on their mobiles, GPS comes in second to last at 16 percent, just ahead of watching television at 12 percent. Given the fact that GPS functionality in mobiles is still relatively new in the United States, perhaps this isn't surprising. But when asked about features they want most, only 14 percent listed GPS.
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