Dive Brief:
- A survey by CivicScience found that 76% of 13-to-24 year-olds say they are definitely or somewhat “addicted” to digital devices, according to eMarketer.
- The numbers declined with age: 66% of 25-to-34 year-olds, 58% of 35-to-54 year-olds, and 39% of over-55 year-olds say they are addicted.
- The study categorized digital devices as computers, tablets and smartphones.
Dive Insight:
As digital devices continue to grow in mind share and consumption, the data from Civic Science shows consumers, and younger generations in particular, are becoming addicted to these devices. The study validates the trend of marketing budgets going increasingly to digital channels, with digital ad spending expected to surpass linear TV by next year.
The research shows that younger generations are growing up as digital natives, with higher rates of self-professed addiction to their devices. Related research by Adestra found that internet users between 14-to-34 years-old are more likely to own computers and smartphones than users 56-to-67 years-old. eMarketer’s own research found that 84% of 12-to-17 year-olds will own a smartphone this year.
As generations grow older, the youngest generations will be the most digitally savvy. Marketers may need to shift their budgets and strategies accordingly, depending on who they want to reach. While the youngest demographics can be reached primarily through digital channels, marketers can still use more traditional marketing methods if they are looking to reach older generations of consumers.