NUMBERS

Are You “Always Addressable”?

A recently completed study from Forrester Research says a lot about the persistence of your online habits. Senior Analyst Melissa Parrish describes the “Always Addressable Customer” as 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.”

Currently, 37 percent of all adults online in the United States today qualify, and it is probably no huge surprise that the greatest concentration occurs among what Forrester terms Generation Y and Generation Z, those between the ages of 18 and 31. But one of the more interesting tidbits here (besides the fact that Forrester describes those between 46 and 55 as “Young Boomers”) is that Generation X will be mostly Addressable by the end of the year — an increase of more than 6 percent.

Chart/data courtesy of Forrester Research


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