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Mobile Marketing

Back to School with a Smartphone

Getting your first smartphone is a rite of
passage for many children. For many it’s that first glimpse of freedom, giving
them access to the outside world many years before they can get behind the
wheels of a car. It connects them to their peers, allows them to discover new
trends (music, fashion, ideas) outside of their families interests, and helps
to shape the person they will become in the years to come. And let’s not
forget, if you listen to your kids (and we’re all kids at heart) smartphones
are really cool — so you’ve just got to get one and the sooner the better.

When
to Buy Your Kids First Smartphone

Parents will, of course, take into consideration
a number of factors before buying their kid’s first smartphone. They will have
to make a judgement on the individual child’s maturity, the environment they
are entering (some schools don’t allow smartphones), and a whole heap of gut
instinct (the real power behind most parenting decisions).

Whether parents follow Bill
Gates’ advice
and resist pester power to buy their children’s first
smartphone until high school or bow to the pressure and put a device in the
hands of a younger child (the average child in the United States gets their
first smartphone when they are 10-years-old) there is little doubt, the new
school year seems like a great time to buy a new device.

This assumption is backed up by National
Retail Federation (NRF)
figures that suggest upwards of 54% of parents are
planning to buy expensive electronic devices, such as smartphones, tablets
and laptop computers, for the new school term.

Further Reading: Back to School – It’s Like the Holidays Come Early.

The back to school sales peak is also
highlighted by the high profile industry marketing campaigns trying to capture
parents attention at this time of the year.

What
Should Parents Look for in a Smartphone?

There are several things parents should look
out for when buying a smartphone for their children.

  • Budget:
    There are so many variable to look at here. Do you purchase a
    device on a contract and set limitations on your child’s spending or opt for a
    pay-as-you-go device topping up devices as and when needed (both are fantastic
    ways to teach financial responsibility and prevent family arguments when
    unexpected bills land on your doorstep). Then there is the cost of the device
    itself. Thankfully for parents on a budget, many low-cost smartphones,
    including devices from the likes of Samsung and Motorola, as well as brands
    like Huawei, offer exceptional value for money.

Further
Reading:  
BRICS: A
Smart Future Built on Affordable Devices
.

  • Memory:
    Your kid will want to have all the latest apps on their device.
    This is probably more important to them then the manufacturer’s label.  Your kids will tell that they are defined by
    the social networks they are part of and the sheer number of selfies they can
    take and store on their device. There is no sound worse than the whine of a
    child decrying that their phone is full.
  • Personal
    Security:
    This is also linked to budget. You wouldn’t
    send your kid to school with $1,000 in their back pocket — so is it wise to let
    them pack such an expensive device.Part
    of the reason why you want your child to carry a smartphone is their personal
    security. If their device is too ostentatious, could this make them more
    vulnerable? It’s also inevitable that your child will drop and smash, or misplace
    a device within weeks of ownership. Think about what you can afford to replace
    without damaging your family unity too much. 
  • Battery
    Life:
    There is no point putting your faith in a
    mobile device to help your child find greater independence if they cannot phone
    home for reassurance or assistance because their smartphone battery is a dud.

Further
Reading:
Battery
Life: Smartphones Go Back to the Future.

Check the
Buyers Guides

To help parents select the best device for
their kids we’ve scoured the web for the best back to school buyers’ guides:

The Back
to School Opportunity for App Developers

With so many new devices entering the market
at this time of year, this represents a huge opportunity for app developers to target
new users.

Digital Turbine helps developers pre-load
their apps on specific devices so they are ready for engagement from the moment
a new device is unboxed — and you’ll never see more engagement than when a kid
unboxes their first smartphone. Whether your app offers an educational resource
or a little fun and games you can potentially play a significant role in
helping a new device owner learn more about their smartphone.

To learn more about how you can use
pre-loading to target the lucrative back to school market, speak to one of our
app marketing experts today.

Marissa Camilli

By Marissa Delisle

Marketing Specialist

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