When you picture a smartphone user in America, what comes to mind? A tech-savvy millennial, perhaps? A high-powered executive? Maybe a furiously texting teenager? You’d be right, of course—but these days, you’d only just be scratching the surface.
Smartphones aren’t just for the young, wealthy, or tech-savvy anymore—they’ve become an indispensable tool for the vast majority of Americans. Nearly 81% of US mobile phone owners now own a smartphone — a figure that’s more than doubled in the last five years. Across every age group, race, income bracket, and job type, smartphone penetration has exploded, and the types of activities people use their smartphones for have expanded as well. No longer just a platform for social media or quick communication, people are turning to their smartphones for increasingly complex tasks.
What does this all mean for benefit leaders? In a role where the biggest challenge is engagement, quite simply, everything. These mobile trends touch nearly every cross-section of America’s workforce. So whether the employees you want to reach are Millennials or Boomers, White Collar or Blue, if you want to design benefit programs that engage and motivate your employees, you’ll need to meet them where they are—on their phones.