Children: the final frontier for call phones

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It is difficult to exist in today’s society without being influenced by the dramatic increase of the technology use and especially the use of cell phones. The cell phone market is becoming more saturated and competitive. Thus, marketers tend to look for new segment groups, study them, and eventually influence their decisions. Due to the rise reliance on technology, much of the communication between teens occurs through the digital use, particularly through their cell phones. More than 65% of American preteens have their own cell phones. (Solomon 2011) Consequently, marketers believe that children are the new targeted customer that will create the future market growth in the smartphone industry.
Family Life Cycle
Marketers study the family life cycle to better predict the demand of the present and future consumers. Learning the changes in the preferences and needs of the whole family that take place due to the current trends helps marketers making more accurate assumptions in regard to the future market demand of smartphones. For example, in order for smartphone marketing to influence the young customers and be involved in their lifestyle, marketers must understand the family life cycle, and changes the family household go through regarding income, number of children, the age of children, lifestyle changes like the way they communicate, and other changes and trends, and make more accurate assumptions regarding the changes of needs and expenditures.
Children go through five stages of consumer development. Consumer development is the process in which young individuals learn the attitudes and behavior patterns appropriate to their social roles. (Foxell 2008). During the first stage, the infant is an observer to his parents’ actions....

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...s are acting older and growing up faster than previous generations. (Michman 2003) Tweens want to feel independent and adult-like. Consequently, they prefer the real-deal products that make them look and feel older. Also, because of the developed cognitive awareness and the social sensitiveness that follows awareness, children normally at the age of 8 start needing to feel accepted and approved by their peers. When choosing products, they focus on “what’s cool” and “what in”. They are group-oriented, so they look at the environment around them for what to believe and how to behave. Tweens are attracted to personalized products that empower their self-importance and self-worth. (Acuff 1997) Tweens prefer the cool looking cell phone over the cute kiddie one because a cell phone for a tween is not just a device for communication, it is a symbol of coolness and status

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