Mobile phones rank as probably the most important product for young people, according to a national research report into consumer issues for youth released today.
The other most important consumer issues were financial services such as credit cards, buying a car and accommodation.
Respondents said mobile phones symbolised freedom, growing up, excitement and having fun and were "must haves" for teenagers wanting to keep up and achieve social acceptance. But the research showed up a lack of understanding about phone plans and call costs and consumer rights generally.
The security benefits of mobiles were important, but their biggest single benefit for adults, convenience, was only a minor consideration. The report said this underscored the aspirational and emotional nature of mobile phones for youth and highlighted the difficulty of persuading them to approach purchase and usage responsibly.
The report, commissioned by the Commonwealth Consumer Affairs Advisory Council, was released by the Parliamentary Secretary to the Treasurer, Senator Ian Campbell, whose portfolio includes consumer affairs.
"Young Australians represent a $4 billion a year market, so it's very important that we understand the consumer issues facing them - what they are comfortable with and what problems they might have," Senator Campbell said.
"This report is an important step in increasing our knowledge of those issues and also about what is being done by public and private sector bodies to educate young people about sound consumer habits.
"For example, there is a general lack of awareness by many teenagers about what they should look for in a mobile phone plan and how much calls can cost.
"This is slowly being addressed through a number of initiatives highlighted in the report, but there needs to be a better balance between acknowledging the aspirational wants of teenagers and their consumer responsibilities."
Senator Campbell said he had referred the report to the Australian Mobile Telecommunications Association and asked that the issues raised be brought to the attention of all carriers.
He said the report would be used as a best-practice guide by Government bodies with messages for youth, including recruiting, and was available to industry.
"I would recommend the report to any organisation wanting to effectively deliver messages to young people. I feel sure organisations could learn from the best practice guidance it offers as well as its examination of the common pitfalls many make when communicating with this audience," he said.
Senator Campbell said common communication mistakes included treating young people as a homogeneous group, using patronising images and dictatorial language, having unrealistic expectations of behavior change and overestimating the level of literacy and understanding among youth, such as over-use of the print media or internet.
He said it was clear from the research that young people required a better understanding of consumer rights and redress. This included improving awareness levels, but also convincing youth their issues would be taken seriously.
The research was conducted by Colmar Brunton Social Research and involved expert consulations, focus groups and desk research. The report is available online at www.consumersonline.gov.au. An abridged print copy of the report is also available.
PERTH
23 July 2002
Contact: Wayne Grant
08 9421 1755 or 0407 845280