Another media related study [1] was released today... this time on the next generation of Americans (and voters) on their use of mobile phones and their consumption of mobile media.

This is a Nielsen study on the "tweens" or 8 to 12 year olds. There should be a rule that once a technology reaches these numbers with 8 to 12 year olds, it's crossed a certain critical mass and can be officially deemed a "mass medium."

So for this wave, the report estimates that TODAY that:
* 35% of tweens own a mobile phone.
* 20% of tweens have used text messaging.
* 21% of tweens have used ring & answer tones.

 And it adds that "while text-messaging and ringtones remain the most pervasive non-voice functions on the phone, other content such as downloaded wallpapers, music, games and Internet access also rank highly among tweens."
Imagine how deep-rooted mobile media use will be for this generation when they begin voting in 6 years.