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10/01/2017

Tweenagers are Rejecting the Family TV for Tablets and other Mobile Devices

They are now the most mobile-centric generation we’ve ever seen.

Argos’ own-brand Alba have surveyed Irish tweens to find out what devices they are using and how much money they have access to.

Here are some of the results.

-Pocket money amongst 7-to-12 year olds is put towards “must-have” tech, including mobile phones, tablets and headphones.

-Demand for mobile phones and tablets is 15 times higher than for TVs – with mobile phones crowned the most coveted item of tech for Irish tweens in 2016 and the #1 backpack essential.

-The survey found that half of super-connected “tweenagers” bring their mobile phone to school every day and a third use their phone from the moment they wake up.

The survey of Irish parents with children aged 7 up to 12 has found that the days of tweens being glued to the TV are over, as interest shifts to smaller and smaller screens. So much so, that demand among this group for mobile phones (36.5%) and tablets (22.6%) is over 15 times that of TVs (3.4%).

Mobile phones top the league of most coveted tech for ‘tweenagers’, with mobile phone credit (11.6%) considered a ‘must-have’ in order to stay connected. In fact, Argos reports that sim-free mobile sales are up by over 50%, as pay-as-you-go deals become more competitive and consumers take to sim-free options.

Irish ‘tweenagers’ are using the handheld devices to consume traditional media, such as TV shows, play interactive and educational games, and engage with friends online. They are able to do all of this with the help of generous weekly pocket money payouts from their parents. The survey shows the majority of pre-tweens are pocketing between €5 and €20 a week.

Other staples remain largely unchanged from that of their parent’s generation, including the requests for notebooks and magazines. But the poll also reveals that present-day pre-tweens may be more health-conscious than their parents, with only 19% taking sweets to school compared to 32% of their parents’ generation.

In addition to engaging with new technologies, the survey also reveals that tech-savvy tweens spend a lot of time talking to their friends about technology (32.9%) and social media (38.1%), considerably more than chatting about other popular culture topics, such as fashion (28%), celebrity (21%) and reality television (17.6%).  But interestingly, the favourite topic for Irish “tweenager” chat is all things “school.”

When it comes to pocket money, Donegal tweens are doing best with 5.3% recorded as getting over €100 per week in pocket money. But the majority (37.5%) get between €5 and €10 per week from their parents.

In another sign of the changing times, today’s tweens are getting more money for less work. While nearly half of parents said they had to do chores to earn their pocket money, over 20% of pre-teens nowadays get away with doing no work in return for payment.

Okay parents, get kids onto those chores and give yourself a rest. Remember they don’t get the wifi password until the dishwasher has been unpacked.

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