Why mobile phones turn consumers into teenagers: Insights from McCann Truth Central
Low Lai Chow
Teenagers are typically regarded as being some of the most connected consumers on the planet. But as far as mobile phones are concerned, adult users have a lot in common with this youthful audience.
"We're all teenagers," said Dave McCaughan, the global director of McCann Truth Central Global, and strategic planning director for JJVC McCann Worldgroup Asia Pacific. "[Some] 50% of the world's digitally-connected [consumers] are, for the most part, teens. I do not mean that they are literally 14 years old; I mean they...