Girls Just Wanna Have Phones
Motorola's i-generation youth poll reveals what's hot and what's not in teenage Britain
Motorola's i-generation youth poll reveals what's hot and what's not in teenage Britain
If teenage girls could have one piece of technology, 41 per cent would opt for a mobile phone compared to 23 per cent of boys, according to Motorola's i-generation poll launched today. To keep in touch with family and friends while they're out and about, 20 per cent of teenage girls already own a mobile phone, compared to 14 per cent of boys.
The survey of 10-16 year olds, commissioned by Motorola, explores the general attitudes, thoughts and aspirations of British teenagers on what's hot and what's not. It covers issues ranging from hobbies and brand preferences to hopes and fears for the future. When it comes to the future, both sexes list getting married and buying a house as their top two aspirations. However, more girls than boys seem to value higher education and aspire to go to university - 47 per cent of girls compared to 38 per cent of boys.
Parents are notoriously 'uncool' but when given a list to choose from, the top three couples were:
| Victoria Adams and David Beckham |  43% |
| Brad Pitt and Jennifer Aniston |  15% |
| Zo? Ball and FatBoy Slim |  12% |
Amongst the 'uncool' parents were Liam Gallagher and Patsy Kensit, and Ricky and Bianca Butcher, both claiming a mere three per cent.
In supporting charities, both sexes are equally generous, regularly donating money to needy causes or taking part in sponsored events. Girls are more issues-led than boys, with almost one in five being prepared to sign a petition compared to one in ten boys.
Girls' favourite brands are Adidas (37%) and Reebok (16%). Boys, however, favour Nike first (over 50%) and secondly, Adidas (32%). Girls are big fans of McDonalds with 68 per cent of girls compared to 58 per cent of boys thinking it's a cool brand.
Jenny Love, aged 14, winner of Motorola's Regional Trend-Spotter Competition commented, "Today's teenagers are more aware of brands and image and you have to know what's cool and what isn't. It's really important to think about your future. I want a home and to get married, but I know how useful a good education is too and I think girls are every bit as ambitious as boys. It's great that big companies like Motorola are interested in knowing our opinions and the i-generation report shows that what we think and say is valuable."
About Motorola's i-generation Research:
Today's kids live in a time when information and knowledge is power - hence the title i-generation. The research took place during June and July 1999. 1,161 children aged between 10 and 16 were interviewed face across Great Britain. The respondents were selected on the basis of being representative of British youth as a whole, with no bias made towards users of technology or any other group. For ease of reference the country was divided into four regions: Scotland, the North (from south of Manchester to the Borders), the Midlands (including Wales and East Anglia) and the South (including London, the South East and South West).
The research was designed with and analysed by MORI, the UK's largest independent market research firm. Children were interviewed by specialist agency Carrick James Research.
For more information about the research please visit: www.i-generation.co.uk
About Motorola: Motorola is a global leader in providing integrated communications solutions and embedded electronic solutions. These include:
- Software-enhanced wireless telephone, two-way radio, messaging and satellite communications products and systems, as well as networking and Internet-access products, for consumers, network operators, and commercial, government and industrial customers.
- Embedded semiconductor solutions for customers in the consumer, networking and computing, transportation, and wireless communications markets.
- Embedded electronic systems for automotive, communications, imaging, manufacturing systems, computer and consumer markets.
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