A 2018 study by Adobe showed out of 1,000 consumers surveyed, on average 7.8 hours/day of device screen time was used.

That stat seemed a bit out there, so I decided to test it for myself with some personal research. Here is a screenshot of the last 7 days screen time for my wife’s phone (left) and my phone (right). She is a Millennial and I am Gen-X.

Study’s numbers are elevated, but the trend fits with the study, so I am convinced.

What this means for small business

To state the obvious – In 2019, if you don’t already have a mobile friendly or native app for your business you are way behind the times. Luckily most web tools offer responsive web templates that will allow content to fit the device your customer is using to view your site.

But what is not obvious is the fact that a whopping 42% of respondents in the Adobe study are demanding personalized content. That’s followed by 33% who get annoyed when content is poorly designed, and 29% when content isn’t optimized for their devices. What’s more, an alarming 66% of consumers said encountering any of these situations would stop them from making a purchase.

Why you might ask? It is because your customers are busy people who are multi-tasking and becoming ever distracted with their daily lives. Purchases are made from smart phones and tablets in the lines of grocery stores, waiting to pick up the kids from soccer practice, and even while driving (not recommended).

Golden Rule

This distraction means customers require a more personalized touch, because of the simple fact that they are not paying attention. If you’re in sales then you know using a persons name in a conversation is the golden rule and the best way to grab their attention. This same idea is alive and well in the digital world.

The best way is to make your customer feel comfortable with you is to address them by their name. Personalizing every interaction makes your customer feel special and that you have taken the time to remember them.