The research was carried out for Alba by Opinion Matters amongst 500 Irish parents. 

Over the last few years mobile phone sales have rocketed here in Ireland and pretty much anywhere else in the world,This is not news as such but take a look at where peoples heads are in a coffee shop,on a bus,on a train and even walking down the street,The are buried into their phone,even at home I have noticed with family and friends that this is now the norm and probably a bit worrying because of detachment from whats going on around you and actually engaging wit your family and friends.  A new study by ALBA has revealed some results which pretty much lay it out straight…

There is plenty of evidence even of late on how trends are changing, for example we are a data hungry nation and people shopping online via their phone or tablet is another with the eCommerce boom. Its perhaps a bit worrying how much time we spend on our phones and tablets but for now this will not change anytime soon..


Andrea Derrick, Alba Brand Controller, said: “Alba provides great value technology for pre-teens whilst also offering vibrant and fun designs with technology that is easy to navigate. It is starter technology that parents can buy for their children, with the confidence that it is durable, affordable and safe, with parental control options offering peace of mind.”


Enjoy the press release below


The survey of Irish parents with children aged 7 up to 12 has found that the days of tweens being glued to the TV are over, as interest shifts to smaller and smaller screens. So much so, that demand among this group for mobile phones (36.5%) and tablets (22.6%) is over 15 times that of TVs (3.4%).

Mobile phones top the league of most coveted tech for ‘tweenagers’, with mobile phone credit (11.6%) considered a ‘must-have’ in order to stay connected. In fact, Argos reports that sim-free mobile sales are up by over 50%**, as pay as you go deals become more competitive and consumers take to sim-free options, such as the Alba Sim Free 2.8 inch Mobile Phone to save money. This is particularly true for parents looking to purchase a suitable first phone for their child.

Irish ‘tweenagers’ are using the handheld devices to consume traditional media, such as TV shows, play interactive and educational games, and engage with friends online. They are able to do all of this with the help of generous weekly pocket money payouts from their parents. The Alba survey shows the majority of pre-tweens are pocketing between €5 and €20 a week.





The importance of being constantly connected is evident, with nearly half of “tweenagers” taking their mobile phone to school and a third switching on as soon as they wake up.  In fact, the mobile phone is now the most common item inhabiting a pre-teen’s backpack.

While other staples remain largely unchanged from that of their parent’s generation, including notebooks and magazines, the poll reveals that present-day pre-tweens may be more health-conscious than their parents, with only 19% taking sweets to school compared to 32% of their parents’ generation.

In addition to engaging with new technologies, the survey also reveals that tech-savvy tweens spend a lot of time talking to their friends about technology (32.9%) and social media (38.1%), considerably more than chatting about other popular culture topics, such as fashion (28%), celebrity (21%) and reality television (17.6%).  But interestingly, the favourite topic for Irish “tweenager” chat is school.

The Alba survey showed that when it comes to pocket money, Donegal tweens are doing best with 5.3% recorded as getting over €100 per week in pocket money. But the majority (37.5%) get between €5 and €10 per week from their parents.

In another sign of the changing times, today’s tweens are getting more money for less work. While nearly half of parents said they had to do chores to earn their pocket money, over 20% of pre-teens nowadays get away with doing no work in return for payment.

Via Argos


Written by Jim O Brien/CEO

CEO and expert in transport and Mobile tech. A fan 20 years, mobile consultant, Nokia Mobile expert, Former Nokia/Microsoft VIP,Multiple forum tech supporter with worldwide top ranking,Working in the background on mobile technology, Weekly radio show, Featured on the RTE consumer show, Cavan TV and on TRT WORLD. Award winning Technology reviewer and blogger. Part time actor and security professional and brutally honest when it comes to opinions.