Always Addressable Customers: who they are, and why advertisers need to care
Allthingsd.com just posted a piece based on data from a Forrester Research study that looked at the online habits of adults. From this data, adults were split into groups: the “always addressable customer” and “not always addressable customer,” where the definition of being “always addressable” was someone who “owns and uses at least 3 connected devices, goes online multiple times per day, and goes online from at least 3 physical locations like home, work or school, and in the park.”
As could be expected, the younger adults (Generations X, Y and Z) were far more likely to be “always addressable customers” than Baby Boomers. But why is this important?
For advertisers, the importance of this trend cannot be overstated: it. is. no. longer. okay. to. ignore. mobile. It’s just not. Your key demographic groups now take the internet with them.
Photo courtesy of Forrester Research.