Smartphones go mainstream with all age groups.

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.

Fitbit aims to become the “check engine” light for the body.

… But first it needs to convince consumers that wearables are a “need-to-have” versus a “nice-to-have” product.

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Between Fitbits, Apple Watches and other “wearables,” I suspect the holiday season this year will be full of gift-giving of these and other types of interactive gadgetry.

The question is – how many of these items will still be being used by the end of the next year?

According to a recent online survey of ~9,600 consumers in the United States, the United Kingdom and Australia conducted by market research firm Gartner, many of these wearable devices will be destined for the dresser drawer.

The abandonment rate for smartwatches is expected to be ~29%, while for fitness trackers, it’s forecast to be nearly the same at ~30%.

Part of the problem is that while most people typically purchase these products for themselves, more than one-third of fitness trackers and more than a quarter of smartwatches are given as gifts.

When gadgets like these are gifted, often it’s “easy-come, easy-go.”

The Fitbit company knows about these dynamics all-too well. According to an article earlier this month in The Wall Street Journal, the company is struggling to develop its next generation of products and to attract new users.

While that’s going on, for this holiday season, Fitbit’s sales are forecast to grow only in the 2% to 5% range, as compared to double-digit increases in prior quarters.

Essentially, what Fitbit and other brands need to do is to move consumers to start considering wearables as “need-to-have” rather than “nice to have” products — and to avoid the dreaded “fad” moniker (as in “for-a-day”).

This imperative helps explain Fitbit’s attempts to position its products as ones that measure long-term health conditions rather than being simply fitness trackers.

The notion is that physicians could start prescribing Fitbit devices to track patients’ vital signs in heart health, or physical therapists doing the same to help monitor their patients’ at-home exercise routines.

Fitbit is also working on developing trackers that can detect and diagnose long-term health conditions. To that end, what’s critical is to come up with defining functions that other gadgets can’t perform.

Otherwise, consumers are less likely to be interested — figuring that they can get the same kind of functionality out of other devices they already own.

In the meantime, look for wearables to be under the tree this holiday season … and then for many of them to be stuffed in a drawer someplace by next summer.