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	<title>Nielsen Wire &#187; tweens</title>
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		<title>U.S. Mobile Market Dialing Into Tween Population</title>
		<link>http://blog.nielsen.com/nielsenwire/media_entertainment/us-mobile-maket-dialing-into-tween/</link>
		<comments>http://blog.nielsen.com/nielsenwire/media_entertainment/us-mobile-maket-dialing-into-tween/#comments</comments>
		<pubDate>Thu, 11 Sep 2008 16:43:09 +0000</pubDate>
		<dc:creator>admin</dc:creator>
				<category><![CDATA[Media + Entertainment]]></category>
		<category><![CDATA[cell phone]]></category>
		<category><![CDATA[consumer trends]]></category>
		<category><![CDATA[download]]></category>
		<category><![CDATA[Mobile]]></category>
		<category><![CDATA[parental control]]></category>
		<category><![CDATA[ringtone]]></category>
		<category><![CDATA[text message]]></category>
		<category><![CDATA[tweens]]></category>

		<guid isPermaLink="false">http://blog.nielsen.com/nielsenwire/?p=1255</guid>
		<description><![CDATA[They don&#8217;t have expense accounts &#8212; or even their own income, but tweens (ages 8 to 12) are perhaps the hottest new target for U.S. cell phone operators, CNET and Forbes reported Wednesday.
Both stories noted that 46% of U.S. tweens use cellphones, but only 26% own them, according to Nielsen Mobile.
Instead, tweens are more likely to borrow their parents&#8217; phones &#8212; when they go out with friends or take short trips.  The borrowing typically starts at age eight-and-a-half; by age 10 or 11, many tweens have their own phones, according ...]]></description>
			<content:encoded><![CDATA[<p><a href="http://blog.nielsen.com/nielsenwire/wp-content/uploads/2008/09/mobile-phone_child.jpg"><img class="alignleft size-medium wp-image-1254" title="mobile-phone_child" src="http://blog.nielsen.com/nielsenwire/wp-content/uploads/2008/09/mobile-phone_child-300x199.jpg" alt="" width="150" height="100" /></a>They don&#8217;t have expense accounts &#8212; or even their own income, but tweens (ages 8 to 12) are perhaps the hottest new target for U.S. cell phone operators, <a href="http://reviews.cnet.com/8301-12261_7-10038783-51.html" target="_blank">CNET</a> and <a href="http://www.forbes.com/technology/2008/09/10/tweens-cell-phone-tech-personal-cx_ew_0910tweens.html" target="_blank">Forbes</a> reported Wednesday.</p>
<p>Both stories noted that 46% of U.S. tweens use cellphones, but only 26% own them, according to Nielsen Mobile.</p>
<p>Instead, tweens are more likely to borrow their parents&#8217; phones &#8212; when they go out with friends or take short trips.  The borrowing typically starts at age eight-and-a-half; by age 10 or 11, many tweens have their own phones, according to Nielsen.</p>
<p>Nearly all parents (92%) say they restrict their tweens&#8217; phone usage in some way, and 68% prohibit their tweens from downloading content that incurs charges, according to Nielsen.</p>
<p>Still, tweens manage to use their phone for more than just talking.  About 55% of tweens who own cell phones send text messages, and 21% download ringtones.</p>
<p>Those are exactly the kinds of trends that interest cell phone operators.</p>
<p>&#8220;Our clients want to understand tweens&#8217; attitudes and mobile behavior in the context of their daily life and media consumption,&#8221; Richard Wood, vice president, Nielsen Mobile, told CNET.</p>
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