You Have Your Demographics Wrong!
Yes it is true that the young generation love their phones and they don’t seem to get enough of it. But the reality is something completely different. While many companies continue to equate mobile with young people and build strategies around the same base, what they have failed to notice is, people of all ages have increased their device usage. More than 85% of 30-49 years olds, 74% of 50-64 year olds, and more than 40% of over 65 years, own a smart phone and they use it regularly.
In a recent study, it was observed that the 50+ smart phone users were actually texting, browsing and accessing other stuff on mobiles as frequently as the younger groups. So it is important that you pick your target audience irrespective of their age when developing your mobile engagement strategy.