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by Ted Whipp
The Windsor Star
August 19, 2004
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Cellphones have become as essential as
backpacks for teens heading back to school. Almost half of all young
Canadians ages 15 to 19 years own a cellphone, a significant jump from
30 per cent in 2001.
Young people have also become the largest single group of cellphone
owners and the most knowledgeable cellphone consumers, says John Boynton,
vice-president, consumer marketing, for Rogers Wireless.
"The youth market is the fastest growing market," Boynton
says.
He and others in the industry and market research say cellphones also
represent far more than wireless communication technology for young
people.
The glossy array of sleek cellphones with techno-fun features and detailed
payment plans may make even the most savvy adult consumers dizzy.
But young people view cellphones as much more: a significant personal
statement. Combining form as well as function, the device actually both
reflects and reveals themselves.
"It's like wearing a piece of jewelry, it says something about
you," explains Stacey Atkin, with Solutions Research Group, a Toronto-based
marketing research firm specializing in media and young people. "They
want something that looks good on their face."
They also want a cellphone that's also light and thin so it can be easily
carried in purse or backpack, she adds. And they want to customize the
features and plans that fit with their needs, wants and lifestyle.
In its own way, a teen's cellphone has become for them a rite of passage,
explains Kaan Yigit, president of Solutions Research Group.
"It's become an essential lifestyle item for young people,"
he says. Teens want to be able to communicate with each other. So, a
cellphone is definitely important. It's a fundamental communication
device.
"It shows you are independent. It's your badge, your identity."
TIME IS MONEY: PLANS AND FEATURES ABOUND
Expect to spend $100 for a cellphone and $35 a month for the plan, says
Kaan Yigit, with Solutions Research Group, a Toronto-based marketing
research firm.
"Service providers are doing a great job in providing plans for
young people," he says.
They're offering phones with all kinds of features and plans with unlimited
calling time for evenings and weekends that are all aimed especially
at young people, he says.
Yigit says market research shows the average monthly cellular bill for
young people ages 12 to 19 years of about $48.50, including additional
fees for text messaging, games and pictures.
As for the best cellular plan, it really depends on the individual.
A pre-paid plan is an attractive option that gives a young person control.
But it's also more expensive than many monthly contract plans, Yigit
says.
His company's research shows the top Canadian cellular provider for
teen-agers is Rogers Wireless which has about 32 per cent of the Canadian
market, followed by Telus Mobility with 29 per cent and Bell Mobility
with 19 per cent.
PLENTY OF COOL FEATURES FOR BUYERS TO CONSIDER
People in the wireless communication industry say the most popular,
must-have cellphone features are:
- Colour screens. The bigger, brighter and sharper the better.
- Text-messaging and Internet capability. Teens also like phones capable
of downloading images and ring tones Rogers Wireless content features
include ring tones with full MP3 quality and tunes as well as celebrity
voices for answering cellphones.
- Cool look. Sleek and thin are in. Then again, models toughened with
a rubberized case may hold special appeal. A Kyocera model comes with
a handy flashlight and a belt clip that doubles as a pop-up stand.
Industry insiders also offered their picks for the most popular models:
LG Colour Phone 6070; Samsung a650; Samsung 426 and Motorola v220. Prices
vary, depending on plans and providers.
PLAN AHEAD
Before deciding on a cellphone plan, consider:
- Time. How many minutes do you actually need each month, when do you
plan to use the minutes?
- Family members. Will a family plan provide the most economical option
for the young person as well as other family members?
- Term. A long-term service contract may look appealing, but it's a
competitive market and more and different offers may become available.
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