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Crazy Frog shows how children spend

26/ 5/2005

THE success of the Crazy Frog ringtone reflects a growing trend for children to spend more money on mobile phones and computer games than music, a study suggested today.

Jamstar's reworking of Axel F's theme to detective show Miami Vice is widely tipped to become the first mobile ringtone to top the charts.

Sociologist Peter Webb, from the University of Birmingham, said the track's success, thanks to heavy TV advertising, underpinned preliminary findings into an apparent shift in youngsters' spending habits.

He explained: "The success of the Crazy Frog shows the popularity of ringtones among teens and is a clear example of how different markets compete for youngsters' time and money.

"This is the situation the music industry has to contend with in a climate of decreasing sales - especially within the singles market - significant free downloading practices and many demands on time, resources and creative practice of consumers in general."

Research

Preliminary research on music and other leisure consumption practices among 220 15- to 16-year-olds in Birmingham suggested most teenagers bought CDs on a monthly basis.

None of the 138 (63%) who downloaded music from the internet had ever paid for the service, but while most agreed music was important, only 90 (41%) actually spent money on it.

In comparison, 171 (78%) spent their money on clothes, 147 (67%) on going out, 130 (59%) on mobile phones and 106 (48%) on computer games.

Dr Webb said the general trends showed music was still important to the age group, but it was having to vie increasingly for attention with other "consumption areas".

A similar study is to be conducted with a wider sample group and range of ages.