Generation Wireless

In a recent article from AdAge.com entitled, "Understanding the 'Generation Wireless' Demographic: The Nearly Bionic Relationship of Teenagers and Their Cellphones," Bradley Johnson explained that 57% of teens aged 13 to 17 own cell phones, while 80% of adults 18 plus own a cell phone. The article focuses a good amount on the 13-17 demographic, but does include some interesting facts about the 18-24 market, which includes the college demographic. Over the past several years, an increasing number of teens have received cell phones. When teenagers receive a cell phone, it is like a rite of passage. Many parents get cell phones for their kids for safety purposes. When their kids have a cell phone, it means that the parents can get in contact with them at any time.

Cell phone are not only a necessity for many college students, but they have become an accessory. College students use their cell phones all day. You often notice students text messaging during classes and while walking around campus, you will always notice many students talking on their cell phones. Whenever someone gets a new phone, their friends are always impressed with the new features and gadgets it has. The 18-24 demographic, also referred to as young adults, is more likely than younger teens to use camera phones and download ringtones. The younger teens use more of the wireless content and features. In another article, "Teen, College Students Are Most Active Cell Phone Users," Enid Burns reports that a college student's cell phone bill ranges from about $41 to $60 per month, but 57.5 % of students are on family plans and don't pay their own bills.

In an article, "Cell phones are a college necessity" from the Daily Iowan, Seung Min Kim reported that sales representatives agree that a cell phone is now a staple of most college students' lives - going from a "toy" to a "necessity." Students do not spend a lot of time in their dorm rooms, so cell phones are the perfect way to keep them connected with others. Cellular stores can market expensive phones to college students because students want the newest, coolest, thing. They want a phone with a camera and color screen, the ability to download ringtones, and now to even be able to download music. Rick Treiber, an owner of seven cell phone stores, offers special deals for University of Iowa students. He offers a plan that gives subscribers unlimited calling from the campus area. College students sometimes tend to be careless and irresponsible. "For those who may have run over their cell with a car or dropped it in a cup of beer, have no fear. Area retailers will help by providing loaner phones, buyer's protection - a one-time phone replacement fee - and unlimited customer service for cellular troubleshooting." Cell phone store owners in Iowa are attempting to reach the college demographic with deals like these. It is clear that cell phones are not just a phone, they are a life line. College students depend on them for a variety of things. They are willing to spend money on them in order to have the latest features to stay connected and also impress their friends.