Most people believe that teenagers are addicted to their phones. We are also inclined to think that our generation is the more “realistic” in using new technology.
But hold your horses. Just like all target audiences, you need to do some research and truly understand your audience before you rely on clichés and stereotypes. Research actually shows that it is adults who are addicted to their phones and maybe even more so than teenagers.
How about this little fact from Nielsen: During mealtimes more than 52% of Boomers (50-64) use technology during meals, compared to 45% of Gen X (35-49), 40% of Millennials (21-34) and 38% of Gen Z (15-20). Most surprising is that 42% of the Silent Generation (65+) use technology during meals, which is higher than Gen X and Millennials.
Up to 60% of adults check their email on vacation; 50% check email over the weekend. Add in time spent at work on Facebook and other social media and you start to see a trend.
This is not a finger-pointing blog, it is a target audience blog. Understanding your target audience takes more than simple assumptions about behavior. Because at dinner, grandpa and grandma may be checking their phones more often than the teens. That’s marketing gold and a bit distracting to think about.