Market Research Reveals Girls Love Digital Media

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22nd June 2012 15:34 - Media and PR

A recent study of UK girls aged between eight and 18 demonstrates that this demographic increasingly finds mobile phones, online chat, internet searches, social networking and gaming indispensible. This is seen as a natural part of the growing mobile trend in the youth market.

The research was carried out by media specialist Carat Global and online fashion and games community Stardoll Network. It found that a quarter of 16- to 18-year-olds say they cannot live without their mobile phone. Almost a quarter of 16- to 18-year-olds regularly access the internet via their handset, with 19% of girls in this age bracket regularly posting updates to a social network using their mobile.

General Manager at Stardoll, Chris Seth, commented, “Mobile needs to be more of a priority for marketers. With so much multitasking going on, they should ensure campaigns have a mobile element. There’s an opportunity, especially for retail, in location-based marketing. Mobile is the one medium they always have with them. Location with an offer element attached is a major opportunity to drive footfall and trial and purchase to get more reach and awareness around an offer.”
 

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