Millennials aren't the only ones cutting cords—even some boomers and Gen Xers are taking the leap. And advertisers and marketers should take note. "As smartphones become the primary hubs for information and entertainment, we see consumers shedding the remnants of a tethered lifestyle," said Florian Kahlert, managing director of GfK MRI. "This means that marketers and advertisers should assume that mobile is the new 'first screen,' and that smartphone and tablet compatibility are absolutely essential." GfK MRI's latest study below shows the bigger picture.
This story first appeared in the Jan. 25 issue of Adweek magazine. Click here to subscribe.