Here's an interesting article outlining findings from a report that show mobile device usage has fallen among the 16-24 year old age group for the first time.
With 34% of respondents saying they wanted to cut down on the time they spend using their device to go online, this could greatly affect the digital marketing industry.
On the other hand, do we take the findings with a pinch of salt - there is a big difference between intention to cut down and acting on it, and as one co-author says, we have already let the genie out of the bottle, so perhaps this is just a temporary dip.
If so, it's business as usual.
According to research by Kantar TNS, smartphone usage has fallen among 16 – 24-year olds for the first time. The report states that mobile device owners in that age group spend 2.8 hours using their phones daily - down from 3.9 hours last year. If the dip is indicative of the beginnings of a dip in device use, this could affect marketing and advertising. 34% of young people interviewed felt they spend too much time on their phones and want to cut down on usage, but still spend significantly more time on their phones than others. However, report co-author, Michael Nicholas, says the findings don’t signal the end of mass smartphone usage. “It’s too late to put the genie back in the bottle - we’re not likely to see many young people taking the decision to ditch them,” he said.