Kid‚Äôs Smartphone may be a Drain on Parents’ Wallet

Jun 18

You think telemarketers are a pain?  You ain’t seen nothin’ yet.  A phone with a screen, or a “viable marketing space” as described by a research analyst at Parks Associates, is an advertiser’s dream. 


Companies plan to forge ahead with mobile ads despite the fact that many consumers resent the bombardment of advertising on their personal phones.  Past research by Parks Associates indicated that almost 40% of respondents do not want advertising on their phones – almost equal to the number of people who are ambivalent about it. 


Mobile ads are welcomed among younger age groups.


But parents‚ĶListen up.¬† Mobile ads are welcomed among younger age groups. ¬†Teens, in particular, are more accepting of advertising on their phones.¬† It‚Äôs not surprising, given that teenagers feel a need to conform to the standards set by their peers.¬† “That‚Äôs NOT Abercrombie & Fitch?¬†” Increasingly, those standards espoused by peers are further solidified by marketers whose profits can soar if they convince their young consumers that their product is the path to popularity (usually the more expensive the brand, the more desire to have it.)¬†


Today’s mobile advertising revenue in the US and Canada is at $208 million.  According to new research, that dollar figure will hit $1.5 billion by 2013.


Is your teen or tween begging for the newest smartphone?  There’s a lot of pressure to own one with all the funky advertising aimed at them.  Just keep in mind – the cost of that phone may just be the first expense of many.  Something to think about…


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