Cell Phone Marketers Calling All Preteens

In another article about an ever younger set of consumers moving to cell phones, USA Today looks at the trend as the mobile and toy industies try to tap into this new market.

According to market researcher GFK's NOP World Technology, about 16 million teens and younger kids have cell phones. In February 2002, 13 percent of 12-to-14-year-olds had cell phones, which jumped to 40 percent in December 2004. Some 14 percent of 10-to-11-year-olds now own cell phones. Rob Enderle notes, "We're seeing cell phone growth from ages 8 and 9 on."

Will the toy folks prevail with their LeapFrog and Mattel phones or is a Disney MVNO a better bet? I'm not sure on this one, but in my household, hand-me-down handsets and the family plan will have to do when that day comes. Junior can get the smartphone maybe when I upgrade to the next great device...