Teens have more than tripled their mobile data consumption in the past year, according to Nielsen. Analyzing phone bills of 65,000+ mobile subscriber volunteers, Nielsen determined that in the third quarter of 2011, teens age 13-17 used an average of 320 MB of data per month on their phones, a 256% increase over last year.
It is a growth rate faster than any other age group—much of it driven by teen males, who took in 382 MB per month while females used 266 MB.
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Yet marketers contemplating reaching this market via mobile ads might want to reconsider, especially if the target demographic is Hispanic. Forrester Research has found that while Hispanic American teenagers are strong users of mobile technologies they don’t necessarily respond to its advertising, according to the Credit Union Times.
Forrester surveyed about 1,000 Hispanic youths ages 13 to 17 in its Youth Online Survey and found that 91% had mobile phones and 33% had smartphones—topping non-Hispanic youth in both categories. However, Forrester found that the mobile ad format is what they trust the least, with 19% saying they trust that channel, compared with 13% of the non-Hispanic teenagers surveyed.
