Electronic companies are raking in the revenue during back-to-school season in Finland. Telecommunications company DNA reports more smartphones flying off the shelves before school begins than any other time of the year, excluding Christmas. What is more, the difference between the two seasons is shrinking year by year.
The purchase of a cell phone is no longer enough for primary school students, it seems, as now the shopping list includes smartphones and tablets and their assorted paraphernalia.
“We are prominently advertising our phones to school children because sales are so strong at this time of year. Many families have made an agreement that they will buy a new phone for their child when they start the first grade,” says Sami Aavikko, DNA’s CEO.
He says sales of smartphones to primary school children already started to pick up speed last year, with a spike in tablet sales in 2014. Staff at the Expert consumer electronics store in Kuopio have noticed the same trend.
“Smartphone prices have nose-dived and 80 euros is enough to get you a really good phone these days. Tablets are more appropriate for older kids in upper secondary or vocational schools,” says Expert’s multimedia manager Harri Venäläinen.
DNA studies show that up to 90 percent of seven year-old are using a smartphone or basic mobile, up from 68 percent three years ago.
First graders don’t need a smartphone for school
What else can be advertised these days under the "Back to school" banner? Expert’s direct mail ads feature smartphones, tablets, USB cords, phone accessories and decorations, paper shredders, computers, tablet pens, cooling computer stands, carrying bags, Bluetooth speakers and external hard drives.
“Keep in mind that back to school doesn’t mean just young children, but university students as well,” says Jani Hämäläinen, manager at Kuopio’s Gigantti retail store.
Companies selling electronics market their goods by reminding parents that smartphones and tablets are increasingly essential educational tools. For this reason, it is good to get their children used to them at a young age.
Kuopio’s Education Director Leena Auvinen says the claim is half true. Teaching and learning are becoming more digitalised, but first graders don’t need a smartphone or a tablet at school. In secondary school the significance of the devices grows, but even then the school should have the resources to lend such devices to the students if they are being used for learning purposes.
“It is easiest if the student owns the device, but no one is left on the wayside if they don’t,” Auvinen says.
Accessory sales have skyrocketed
Fifth grader Oona Pasanen is shopping for a new phone with her dad. She admits that her school doesn’t use smartphones in instruction yet.
“I don’t really need it at school. Sometimes I want to play games, but it is most important that I can make calls. If I want to be with my friends, I need to be able to call them,” she says.
Phones are also a way for school kids to express themselves. This is especially evident in the explosion of the accessory trade in Finland. DNA’s Sami Aavikko says sales of protective covers have increased “tremendously”.
“A colourful cover has replaced the pencil case as an indicator of personality: the design indicates what kinds of things are close to the owner’s heart,” he says.