Table of Contents

Title Page ………………………………………………………………………………………………………………………….……………..... 1
Table of Contents ………………………………………………………………………………………………………………………………. 2
Case Analysis ……………………………………………………………………………………………………………………………………... 3
Family Life Cycle ………………………………………………………………………………………………………………….… 3
Figure 1: Consumer Development ……………………………………………………………………………………….… 4
Decision Dynamics …………………………………………………………………………………………………………………………..... 4
Children’s Perspective ……………………………………………………………………………………………………………………..... 5
Cell Phone Companies’ Perspective ………………………………………………………………………….……………..………... 6 Figure 2: Two Examples of Cell Phones Designed for Kids...….……………………………………..………... 6
Child Advocates’ Perspective …………………………………………………………………………………………………………….. 8
Parents’ Perspective………………………………………………………………………………………………………………….…….... 8 Figure 3: Survey Questions …….………………………………................................................................. 9
Recommendations …………………………………………………………………………………………………………………………... 10 Figure 4: Teen Cell Phones and Smartphones Ownership …………………………………..……………….. 11
References ……………………………………………………………………………………….………………..……..…………………….. 14
Appendix …...……………………………………………………………………………………………………………….…….…………….. 16

Case Analysis Children: The Final Frontier . . . For Cell Phones
It is difficult to exist in today’s society without being influenced by the dramatic increase of the technology use and especially the use of cell phones. The cell phone market is becoming more saturated and competitive. Thus, marketers tend to look for new segment groups, study them, and eventually influence their decisions. Due to the rise reliance on technology, much of the communication between teens occurs through the digital use, particularly through their cell phones and smartphones. More than 65% of American preteens have their own cell phones. (Solomon, 2011)