Technology savvy teenagers are increasingly being targeted by advertisers wanting to connect with an age group that heavily uses cell phones and instant messaging, says a new study from Ball State University. A survey of 821 junior high and high school students found that 17 percent reported receiving an advertisement on their cell phones, a percentage that will increase as marketers obtain more cell phone numbers, said Michael Hanley, an assistant professor who teaches advertising in the Department of Journalism at Ball State.

Instant messaging (IM) via the cell phone is so new that few advertisers are using the technology to target teens, Hanley said.

"Teens are the first generation to embrace instant messaging on their cell phones," he said. "Advertisers have been slow to respond to the growth of IM and its potential as a way to tap into the teen market. Teens heavily use their cell phones, and advertisers feel this may be a new way to reach young people, who as a group, have billions of dollars to spend."

The study was conducted in two phases in 2004 with the first survey given during October to 180 Chicago area junior and senior high school students. An online version of the study was completed by 641 teens in 11 states in November and December.

The survey found:

• 69 percent own a cell phone
• 17 percent have received advertisements on their cell phone 
• 48 percent reported regularly sending text messages from their cell phones
• 35 percent have downloaded ring tones to their cell phone
• 14 percent access Web sites from their cell phone
• Nine percent have voted electronically in a television show, contest or game

"Teens we surveyed said they used text messaging on their cell phones or instant messaging via their computers all day long," Hanley said. "It's a fast, convenient way to keep in touch with friends and classmates. Plus, it's very quiet, which is important in a classroom, and allows everyone involved to feel they are part of a community. 

"With 24 million teens having cell phones, it's no wonder advertisers want to tap into this market," he said. "As cell phones become multimedia communications devices, we'll see advertisers start to send three- to five-second commercials and more interactive messages. Although it seems like a short period of time as compared to 30-second television commercials, it's long enough to get a brand across and show a product."

Hanley is currently conducting a similar survey of college students to determine their use of instant messaging and cell phones. The preliminary data should be available in March.