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Swimming In A Deadly Sea:
Awash In Radiation

Part Two
By Kathleen Deoul
(Page: 3 of 7)


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Kathleen Deoul: That sounds like they're spending a lot of money on cell phone minutes.

Copulos: Yes, they are. Indeed, they're spending more than adults. The average adult spends around $50 a month in cell phone charges, while teenagers average $75 - and a lot of that extra money goes to the features that I mentioned earlier. They're downloading pictures and music, playing video games, sending photographs and playing music. And now, the newest cell phones also have video recorders built in.

Kathleen Deoul: Don't parents have some control over their children's cell phone use.

Copulos: Well, initially that was the case because you had to sign a contract to get a cell phone, and minors could not enter into such legally binding agreements. But then the marketers came up with a way around contracts - prepaid cell phones. Virgin Mobile was the first company to aggressively market prepaid phones to young people. In fact the idea looked so good that the cell phone giant Cingular bought half of Virgin Mobile for $180 million in 2005. Cingular estimates that the youth market has the potential to generate between 30 million and 35 million new customers.

Kathleen Deoul: That's huge! But it's not just prepaid phones, is it. Aren't the cell phone companies using other tools to market to teens? In fact aren't they even marketing to pre-teens?

Copulos: They certainly are, Kathleen. Major toy companies like Mattel have linked up with cell phone manufacturers like Nokia to develop phones directly aimed at pre-teens. For example, Mattel is marketing a "Barbie" cell phone. Target markets the "Firefly" phone that is also aimed specifically at the pre-teen market, and there is even the "Tic Talk" cell phone that is aimed at children between the ages of 8 and 12.

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Swimming In A Deadly Sea: Awash In Radiation
(Part II)

1 | 2 | 3 | 4 | 5 | 6 | 7

Part 1 | Part 2 | Part 3 | Part 4

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