Tweens on go, even at home


A report released Monday by the Nielsen Co. found that 35% of "tweens" own a mobile phone and that when they do access the Internet, a majority of the time they do so at home.

The report, which analyzed the mobile behavior of kids ages 8-12, found that of the 35% that own a mobile phone, 5% use it to access the Internet.

Of this 5%, 56% access the Web on their phone at home. Fifty-eight% of tweens who download or watch TV on their phone do so at home, and 64% of tweens who download or play music on their phone do so at home.

"Tweens use their mobile phones, and media in general, in very unique and important ways," said Jeff Herrmann, vp mobile media for Nielsen Mobile. "Marketers and media executives need to understand these 'digital natives' as they mature and reshape the way we all think about new and traditional media."

The report also found that 20% of tweens have used text messaging and 21% have used ring and answer tones.

The report, "Kids on the Go: Mobile Usage by Teens and Tweens," surveyed the mobile behavior of 5,500 teens and tweens and was conducted by Nielsen Mobile and the Nielsen-owned research group BASES.

The Nielsen Co. is the parent company of The Hollywood Reporter.