BlackBerry Still Rules the School

Mobile phones are the most important digital possession of 10-15 year olds, according to research from Amaze. Part of a five-year study, the research found that children considered mobiles an intrinsic part of their everyday lives, and worried about being judged for not owning an up-to-date handset.

Perhaps more surprising is the continued dominance of BlackBerry among the 10-15 year olds, which makes up more than half of devices, and is on the rise.

It's all down to BBM, of course, with some children saying they'd be lost without the messaging service.

“18 months into this five-year study, mobile seems to be one of the clear areas that brands can’t afford to ignore when considering their digital strategies,” said Amaze CEO Natalie Gross. “The hold that BlackBerry in particular has over this single group is impressive, and its recent decision to focus on the business market could be seen as a bold and perhaps blinkered move.”