According to the latest report of JupiterResearch, the growth of teen and tween segments will easily dramatically the total US population. Consequently, the next big battle to increase mobile subscription and expand mobile content usage lies on this emerging market segments.

How do you engage this market? Hype the safety and security factor! After all, the final decision makers are still the parents.

According to the study, parents who have become accustomed to the convenience and utility of cell phones are purchasing them for their children in large part because of safety. Regardless of age, the ability for the child to reach the parent was cited as the main reason for adding children to existing mobile phone plans. Although cost is a factor, pricing structures have become more advantageous; such enticements as free phones are swaying parental decisions.

"Mobile communications may be gaining wider acceptance, but it's clear there is still a line that consumers, especially parents of younger children, aren't quite ready to cross," said David Schatsky, President of JupiterResearch. "Safety and security has a different meaning for a parent, depending on the age of the child.

Via Business Wire