Abstract
Purpose
The paper seeks to understand the way in which children use mobile phones and the potential for mobile TV within the UK youth market.
Design/methodology/approach
the study adopts a combined qualitative and quantitative approach consisting of in‐home friendship pair interviews followed by online surveys both amongst 10‐12 year olds split geographically and by gender.
Findings
The paper finds that children have a strong emotional attachment to their phones and mobile TV could well be the next technological step for children with regard to mobile phone technology. They are more likely to add mobiles to their existing repertoire of gadgets for other activities such as gaming and listening to music rather than use handsets as a direct replacement.
Research limitations/implications
With mobile phone technology and the media sector changing so rapidly, this study acts as a snapshot of attitudes and behaviour at the time it was undertaken. It remains to be seen how future convergence – both amongst technologies and media companies – will affect the potential for mobile TV amongst children.
Originality/value
The study helps to bridge gaps between other studies that have either focused on children's use of mobile phones in general (rather than specifically mobile TV) or has addressed mobile TV use amongst adults.