• by Tanya Gazdik , December 4, 2007

Pre-teens in the U.S. are more connected than ever before, thanks to the widespread use of mobile phones.

The Nielsen Co. released the findings of an in-depth study on the mobile media and cross-media behavior of U.S. "tweens" (ages 8-12). The report estimates that: 35% of tweens own a mobile phone, 20% of tweens have used text messaging, and 21% of tweens have used ring & answer tones.

While text-messaging and ringtones remain the most pervasive non-voice functions on the phone, other content such as downloaded wallpapers, music, games and Internet access also rank high among tweens. According to Nielsen, 5% of tweens access the Internet over their phone each month. While 41% of tween mobile Internet users say they do so while commuting or traveling (to school, for example), mobile content such as the Internet is also a social medium for this audience: 26% of tween mobile Internet users say they access the Web while at a friend's house, and 17% say they do so at social events.

Forget toys--texting and downloading are preferred activities of the tween set, who are turning to their phones for in-home entertainment. About 58% of tweens who download or watch TV on their phone do so at home, 64% of tweens who download or play music on their phone do so at home, and 56% of tweens who access the Internet on their phone do so at home.

Tweens use their mobile phones--and media in general--in very unique and important ways, says Jeff Herrmann, vice president of Mobile Media for Nielsen Mobile.

In regard to cross-media behavior of tweens, Nielsen reports that tweens spend less time surfing the Internet than their teen counterparts. The report finds that 48% of U.S. tweens said they spend less than one hour per day online. When they are online, 70% of tweens use the Internet for gaming. Comparatively, 81% of U.S. teens say they spend one hour or more per day online, with e-mail the most pervasive online activity for this age group.

The report, "Kids on the Go: Mobile Usage by U.S. Teens and Tweens," was conducted by Nielsen Mobile and BASES, two services of Nielsen. It also provides insights on teen and tween use of specific content brands, genre preferences, overall use of leisure time and demographic profiles. The full report will be released on Dec. 14.

Nielsen's research combines insights from survey responses of more than 5,500 teens and tweens from the BASES ePanel. BASES has extensive experience interviewing children and follows strict guidelines, considering attention span, comprehension and other factors of the age group. Tween interviews were paired, with an adult panelist sitting with the child--resulting in an average participation rate of 65%. Additional data was supplied from Nielsen Mobile's "Bill Panel" of more than 40,000 wireless lines as well as the third-quarter results from Nielsen Mobile's 75,000-person Audience and Behavior panel.