March 13 -Smartphone use among U.S. teens is up sharply to 37 percent, which has implications for advertisers and parts of the tech economy. Conway G. Gittens reports.
The Daily Digit is 37 percent. 37 percent of all teens have smartphones, up from just 23 percent in 2011, according to a new poll from the Pew Research Center's Internet and American Life Project. And 1-in-4 of those teenagers use that smartphone to go online, jilting desktops and laptops. Technology companies and advertisers should take notice because teens are trend-setters for the rest of society, says Mary Madden, senior researcher at Pew. SOUNDBITE: MARY MADDEN, SENIOR RESEARCHER, PEW RESEARCH CENTER'S INTERNET & AMERICAN LIFE PROJECT (ENGLISH) SPEAKING: "We are barreling towards a mobile future where people are increasingly turning to their mobile devices to access mobile content. And, so, for those who hope to reach consumers, they really do need to keep in mind that people are accessing the internet across an array of devices, and, for some, they're relying on their mobile devices as their primary point of access." But there is still a lot to be done when it comes to mobile internet access. SOUNDBITE: MARY MADDEN, SENIOR RESEARCHER, PEW RESEARCH CENTER'S INTERNET & AMERICAN LIFE PROJECT (ENGLISH) SPEAKING: "At the moment, the quality of access on the mobile devices can be an issue. Websites don't always load properly on mobile devices. Sometimes videos won't load, for instance, and so really optimizing for mobile is something that, I think, businesses will be looking to do in the future." The Pew Research Center survey explored technology use among 802 youth ages 12-17, along with their parents, between July and September of last year.