Hot on the heels of our recent insights on how to reach today’s teenagers (Gen Y...Where are You? via slideshare) comes the latest research from Ofcom which suggests that nearly a quarter of adults and a third of teenagers have used smart phones during mealtimes (Are we addicted to smartphones? via BBC News). Despite the mini boom of eating at home during the recession it would be too easy to jump on this and write off the family dinner as a thing of the past (anyone remember the Bisto Promise TV advert earlier this year?) Yes, the rise of the digital world, or digitalisation, is a current mega trend but it’s not an either/or kind of trend. Think of it as a blurring of the digital and the real world, so while we are increasingly connected via Facebook and Twitter we are also hankering after real experiences like family time or live events. Want proof? Phipps’ recent Tapas Fantasticas event in London was attended by over 15,000 people of all ages in just two day, and last week’s Riesling Week boosted footfall to independent wine merchants by 11,000 lovers of Germany’s finest wines. Family dinners will continue but we may have to get used to the fact that there is a new family member at the table…the smart phone.
Posted by Toby Schuster