Today, behaviors across the board are far more “similar” than they are “different.”
Over the past few years, smartphones have clawed their way into becoming a pervasive presence among consumers in all age groups.
That’s one key takeaway message from Deloitte’s 2017 Mobile Consumer Survey covering U.S. adults.
According to the recently-released results from this year’s research, ~82% of American adults age 18 or older own a smartphone or have ready access to one. It’s a significant jump from the ~70% who reported the same thing just two years ago.
While smartphone penetration is highest among consumers age 18-44, the biggest increases in adoption are coming in older demographic categories. To illustrate, ~67% of Deloitte survey respondents in the age 55-75 category own or have ready access to smartphones, which is big increase from the ~53% who reported so in 2015.
It represents an annual rate of around 8% for this age category.
The Deloitte research also found that three’s little if any difference in the behaviors of age groups in terms of how they interact with their smartphones. Daily smartphone usage is reported by 9 in 10 respondents regardless of the age bracket.
Similarly-consistent across all age groups is the frequency that users check their phones during any given day. For the typical consumer, it happens 47 times daily on average. Fully 9 in 10 report looking at their phones within an hour of getting up, while 8 in 10 do the same just before going to sleep.
At other times during the day, the incidence of smartphone usage quite high in numerous circumstances, the survey research found:
- ~92% of respondents use smartphones when out shopping
- ~89% while watching TV
- ~85% while talking to friends or family members
- ~81% while eating at restaurants
- ~78% while eating at home
- ~54% during meetings at work
As for the “legacy” use of cellphones, a smaller percentage of respondent’s report using their smartphones for making voice calls. More than 90% use their smartphone to send and receive text messages, whereas a somewhat smaller ~86% make voice calls.
As for other smartphone activities, ~81% are sending and receiving e-mail messages via their smartphone, ~72% are accessing social networks on their smartphones at least sometimes during the week, and ~30% report making video calls via their smartphones – which is nearly double the incidence Deloitte found in its survey two years ago.
As for the respondents in the survey who use smartwatches, daily usage among the oldest age cohort is the highest of all: Three-quarters of respondents age 55-75 reported using their smartwatches daily, while daily usage for younger consumers was 60% or even a little below. So, in this one particular category, older Americans are actually ahead of their younger counterparts in adoption and usage.
The Deloitte survey shows pretty definitively that it’s no longer very valid to segregate older and younger generations. While there may be some slight variations among younger vs. older consumers, the reality is that market behaviors are far more the same than they are different. That’s the first time we’ve seen this dynamic playing out in the mobile communications segment.
Additional findings from the Deloitte research can be found in an executive summary available here.