68% of Americans feel "disconnect anxiety"

Americans are quickly becoming a nation of always on consumers, making the Internet an even more viable option for a number of marketers. According to a recent study from Solutions Research Group, 27% of Americans feel "acute" anxiety when disconnected from the Internet or their mobiles; 68% feel some level of anxiety.

by Kristina Knight

This goes for both mobile and computer connections. More than 80% of those surveyed reported that their mobiles are always with them and always on. Nearly 40% report logging on to the Internet via their computers while in bed and more than 60% admitted to using their Blackberry's in the washroom.

American's are logging on for safety, work and social life and for navigation according to the report. Many users report that they feel safer when connected via mobile or computer and many say they need constant connections because of a hectic work or social life.

With so much connectivity, though, have become somewhat immune to traditional online or mobile advertising efforts. Many users are ignoring banner ads, many no longer click on paid search links and many ignore MMS or SMS ad messages. These are by no means dead advertising efforts but the message has to be much more engaging and in some cases cross-channel. Sending a coupon via mobile or email, for example, or pushing traffic to a detailed website from a video ad are better ways to engage the audience than simply putting a product image on a banner ad.