The study found that 20 percent of tweens have used text messaging and 21 percent have used ring and answer tones. Text messaging and ringtones remain the most popular non-voice functions on the phone. Other popular content includes downloaded wallpapers, music, games and Internet.

Nielsen found that 5 percent of tweens access the Internet on their mobile each month. Forty-one percent say they do so while traveling (to school, for example) Twenty-six percent of tween mobile users access the Web while at a friend’s house and 17 percent said they did the same at social events.

Tween mobile users are also using their phones for in-home entertainment. Fifty-eight percent who download or watch TV on their phone do so at home. Sixty-four percent download or play music on their phone at home and 56 percent access the Internet from home.

"Tweens use their mobile phones, and media in general, in very unique and important ways," said Jeff Herrmann, VP of Mobile Media for Nielsen Mobile. "Marketers and media executives need to understand these ‘digital natives’ as they mature and reshape the way we all think about new and traditional media."

The report found that 48 percent of U.S. tweens spend less than one hour per day online. When they are online, 70 percent of tweens use the Internet for gaming. In comparison 81 percent of U.S. teens say they spend one hour or more per day online, with email being the most common activity for this age group.

"In addition to the differences between adult and youth media consumers, there’s an important gap between the media behaviors of teens and tweens," said Herrmann. "This report, which includes insights from more than 5,500 teens and tweens, dissects how these demographic segments are engaging with mobile and traditional media."

The poll revealed that 44 percent of mobile users say their phones have improved their personal relationships. Sixty-six percent of women said that their cell phones were personal to them while 60 percent of men said the same.

Almost half of mobile phone owners (49%) use their phone for more than just making or receiving calls and 57 percent believe that in the next three years they will use their phones for more than making calls.

Women are more likely than men to use text messaging (38% women vs. 33 % men), and to take photos (27% women vs. 21 % men). Men are more likely than women to use their phone to check email (12% men vs. 7% women), access the Internet (11% men vs. 5 % women), and find information using a search engine (9% men vs. 6% women).

"There has been a lot of excitement and growing interest around the mobile space in recent years, and it appears that the consumer is finally catching up to the lofty expectations the industry has had for some time,"said Marc Barach, chief marketing officer, Ingenio.

"This opens the door for the adoption of unique services that only the mobile platform can deliver."

“Mobile Phones Set To Take On GPS”

Mobile phone providers can market a downloadable navigation application as well as those on personal navigation devices (PNDs) with GPS.

The form of GPS technology legally required for E911 services (911 for mobile phones) is what makes this possible.

David Chamberlain of In-Stat said, "Unlike MP3 players and digital cameras, handset-based navigation applications provide the only low-cost alternative product in a market of growing popularity."

"The value proposition for handset navigation applications is very strong compared with that of PNDs and, in some ways, the functionality is superior."

“Nielsen To Measure Mobile Users”

 Nielsen Wireless will launch their first product, Mobile Vector in the U.S. in July 2007.

"The value of an entertainment medium is directly proportional to how well it is measured," said Nielsen Vice President Jeff Herrmann. "Reliable and accurate measurement of mobile consumers will enable advertisers to properly evaluate the mobile marketing opportunity."

"This new mobile measurement service demonstrates Nielsen’s continued commitment to follow content wherever consumers take it. Independent measurement of the cross-media behavior of the growing mobile audience will support and accelerate the evolution of mobile media business models."

Nielsen Wireless estimates that in the first quarter of 2007, over 33 million persons 12 and older used the mobile Web and more than 8 million watched video on their mobile phone. According to the CTIA (the international association for the wireless telecommunications industry), there are over 230 million wireless subscriptions in the U.S.

The study found that people are keeping their mobile handsets for an average of 17.5 months, which is an increase from 16.6 since November of 2006. The increase in ownership is about equal among major hand set brands.

"One possible reason for this significant increase in the length of handset ownership is that more customers are initiating or renewing their service contracts for a longer period — typically for two years, as opposed to just one year, which was customary a few years ago," said Kirk Parsons, senior director of wireless services at J.D. Power and Associates.

The study also found that the price a person pays for their mobile phone has dropped from an average of $103 in 2002 to $93 in 2007. The drop in price is mainly due to discounts from handset providers and wireless carriers in hopes of increasing sales. Around 36 percent of customers say they received a free mobile when subscribing to a wireless service, which is an increase from 28 percent in 2002.

"It’s clear that wireless service carriers are using mobile phones as bait to increase consumer traffic, applying discounts either through rebates or free limited-time offers," said Parsons.

"The problem with this strategy is that, in most cases, the discounted handsets being offered are older models, which typically lack the latest technological advancements or desired design features."

Clear Channel Launches Mobile Program

The initiative will start in the largest DMA market in the U.S. with free programs for New York radio stations WHTZ-FM Z100, WAXQ-FM Q104.3, WKTU-FM 103.5, WWPR-FM Power 105.1 and WLTW-FM 106.7.

Clear Channel says they will launch similar programs on up to 100 of their radio stations by the end of 2008. Users will be able to send text messages into the studio, take part in contests, make requests and view the last 10 songs played on New York City radio stations.

Listeners can also sign up for alerts about breaking music news, in- studio performances, interviews and contests. Users will have access to traffic conditions, trivia and opinion polls. Mobile users will be able to customize their phones with station logos, wallpaper and ring tones beginning in July.

"By making these applications available for free via any cellular phone carrier, Clear Channel Radio is monumentally expanding access to its growing mobile content portfolio," said John Hogan, Chief Executive Officer of Clear Channel Radio.

 "Each application allows users to have an individualized, on-demand experience, which will strengthen listeners’ connection with their favorite radio stations."