Mobiles encourage younger participation with digital media

Mobile phones are a good a way of drawing younger people to digital media, according to Spectrum Value Partners.

The media and telecoms strategy consulting firm noted that mobile phones can be used as a platform to encourage younger consumers to participate with different types of media, particularly as the 2012 Olympic Games approach.

Helen Whittle, manager at Spectrum Value Partners, said that mobile content is “potentially one avenue” to engage young people at the London 2012 Olympic Games, as “the smaller the screen, the younger the consumer”.

Speaking at the Westminster eForum Keynote Seminar: Beyond Beijing, she added: “There’s clearly an opportunity and an ambition to engage the youth audience [at the London 2012 Games]. We need to make sure that new media helps achieve this.”

According to the Q3 2008 UK Mobile Trends Report published by the Mobile Data Association, Britons are sending on average 60 million more messages a day compared to the same period in 2007 - a year-on-year rise of 38 per cent.