Conscious Disconnectors.

Amid growing concern about the negative mental and physiological impacts of app addiction, over the past 14 months, the majority of Americans (64%) actually decreased their mobile app usage. We call them the “Conscious Disconnectors,” and 77% say going on a mobile media diet was one of the best decisions they ever made.

What’s behind the shift? Which apps are they cutting back on? And what does it mean for brands who want to engage these consumers?

The New York Times

Your Digital Detox May Be Toxic for Advertising

As a consumer-first organization we’re committed to engaging people in ways that add value, that’s why we’re championing the ethical marketing conversation. In our fourth issue in the series of #forcesofchange, we examine a new group of “Conscious Disconnectors” and discover that a majority of Americans reduced their app usage this year.

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Connecting With the Disconnectors.

Over the past 14 months, the majority of Americans reduced their daily mobile app usage from 5 hours to 4 hours on average. Hear from industry leaders about the origins of the mass movement to put down our phones—and what it means for publishers, marketers, and people around the world.

“People were spending an average of five hours a day on their mobile devices. Think about what that means: That’s a third of our waking hours per day. It’s quite shocking when we look across genders, age and demographics to see that people are interacting with this device for that amount of time. Everyone has their screen of “net attention” at all times – it’s with us wherever we go. We wake with it, we sleep with it.”

Renee Cassard Chief Audience Officer, Hearts & Science

Are we consciously disconnecting?

In this article, Hearts and Science’s Chief Audience Officer Renee Cassard shares insights from OMG Research's study into Conscious Disconnectors, along with predictions for the new models and methods that will emerge to help brands engage these audiences more effectively. Article coming soon.

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“In order to drive truly meaningful and long-term engagements with consumers, particularly in mobile, brands and marketers need to ensure that we have established trust and transparency with our consumers.”

Alysia Borsa Chief Data & Marketing Officer, Meredith Corporation

Conscious Disconnectors: Perspectives.

Download this ebook to get insights from a wide range of experts including Dr. Jean Twenge (leading academic and author), Tiffany Schlain (Webby Awards Founder and author), Alysia Borsa (Meredith Corporation’s Chief Marketing and Data Officer), Ben Barokas (Sourcepoint founder & CEO), and more. We go deep into the research findings to shed light on this important consumer behavior--and give marketers and publishers a roadmap for connecting with these audience authentically and ethically.


By the Numbers

Check out this infographic to get the facts and figures behind the Unreachables.

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Forces of Change.

Hearts & Science is tackling the biggest problems facing our industry, from measurement to brand safety to success in mobile. We’re releasing original content throughout the year, so be sure to check back—and let us know what you think with #forcesofchange.

  • The Unreachables.

    47% of Millennials and Gen Xers aren’t captured by traditional TV measurement tools, making them nearly impossible to plan campaigns against, target or measure. We call them “The Unreachables.”

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  • Negative Reach.

    In the era of fake news and ad fraud, Brand Safety and Ad Quality are more important than ever. 70% of Millennials and Gen Xers won’t like, recommend or purchase products from a brand whose ads appear alongside derogatory, hateful or offensive content. We call it “Negative Reach.”

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  • Net Persuasion.

    Mobile in-app experiences generate 2X greater biometric intensity than linear television experiences, creating a unique opportunity for brands. But how do you foster persuasive brand experiences—ethically and effectively—in these screens of “Net Attention”?

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