Best Practices

Marketers Must Adapt To Consumer Tech Connectivity

Best Practices

Consumers’ personal technology has become another influence marketers have to either compete against or learn to accommodate.  A July 2014 survey by CivicScience, a polling and insights provider, found that 60 percent of U.S. internet users were connected almost all of the time. Forty-three percent responded that they were never unplugged from their audio players, e-readers, laptops, mobile phones, tablets, TVs and other personal technology.

CivicScience, asking consumers how often they unplug from all personal technology, found 17 percent claim to do so a few times a year and 10 percent a few times a week. They survey found that 20 percent are able to put their technology down on a daily basis.

While gender and income did not factor into the firm’s findings, age did. Among 18-to-24-year-olds, 53 percent say they never unplug. However, 24 percent of those younger than 18 and 27 percent of the 55 and older say they put down their technology daily.

Among the technology platforms the survey scrutinized, smartphones have proven hardest for consumers to quit. Those with a smartphone were 34 percent more likely than non-users to fall into the “never put it down” category in their relationship with technology.

Share this