Stuart Corner
Monday, 19 February 2007 16:17
Opinion and Analysis
Page 2 of 3
Firstly the AI study was specifically focussed on 6-13 year olds, not adolescents. OK 13 is getting into the adolescent years, but the real focus is pre-adolescence. As the study says: "Defined most broadly, 'tweens' are pre-pubescent children, aged between six and 13."
And it adds: "Under the influence of advertisers and marketers, this important period of childhood development is being increasingly dominated by teenage desires, attitudes and behaviour."
Secondly the AI never tried to suggest other than that parents buy mobile phones for their children for security and safety reasons, that's what it said in the release.
"Mobile phones are marketed to parents on security grounds." But it's the next bit that is the important bit. "...most children who own them are motivated by status and aesthetics in their purchasing decision."
If AMTA is suggesting that parental logic can dictate the choice of mobile regardless of children's preferences I can only conclude that AMTA staff do not have children.
I even related my
own experience of this some time ago on iTWire comparing that very useful security device cum phone the ikids phone, which I had been given on a trial, with the much more snappily marketed Gecko (guess which one my eight year offspring wanted. And I had never even mentioned the Gecko!).
Gecko is a prime example of a mobile phone being specifically marketed to children Take a look at the Gecko web site
www.geckoworld.com. The first thing that hits you is a cute little animated gecko and "The Gecko Phone If you haven't gotta Gecko yet, I bet you'll want one once you get through this part of the site! There's some wicked demos to check out and your Mum or Dad can even buy one online."
