Kids' cell phone ownership grows

Kids weigh in on current and future Internet and technology use

MILWAUKEE, WI, September 3, 2004 - According to the longest running study of kids on the Internet, kids' cell phone ownership has increased 111% since 2001. Cell phones are the most in demand product for use in the future and they are the device of choice for talking and text messaging. Ultra light laptops are the second most popular product for use in the future. Kids view the ultra light laptop as being the tool for playing multi-player games, doing their homework, and surfing the Internet.

The "Future of the Internet According to Kids 2004" study surveys kids on what they predict their use of the Internet and technology such as, PDAs, cell phones, hand-held PCs, and ultra light laptops, will be in the future.

If the past is a barometer, kids' Internet usage will continue to increase. Over 40% of 8-10 year olds stated they've increased their Internet usage from last year and 74% of all 8-10 year olds expect to spend more time online in five years than they do now.

Nearly one-third of kids think that all shopping will be done online in five years and 55% of kids who have shopped online expect to be purchasing more online five years from now. With almost half the kids reporting they have already purchased online and two-thirds having asked their parents to buy them something they saw on the Internet, opportunity is pounding at the door of online retailers.

For more information on kids and their Internet and technology habits and the "Future of the Internet According to Kids 2004" report, please visit www.SpectraComResearch.com.

The Future of the Internet According to Kids study is jointly conducted by SpectraCom Inc. and Circle 1 Network. The companies started surveying kids on their Internet usage and preferences in 1996 and have repeated the survey every year since. The survey was completed by boys and girls ages 8-14.

About SpectraCom Research
SpectraCom Research provides insight to help companies improve marketing communications and business planning. Founded in 1991 as a full-service market research company with a special emphasis on youth research, today SpectraCom offers online marketing strategy, research and project implementation while continuing our work on youth research and business strategy for new products and technology initiatives.

For additional information, please contact us.