Commentary

Coffee and Donut? Nope, Check Messages!

According to Adestra and Flagship Research, reported by eMarketer, checking messages is part of almost everyone's morning routine. Communication comes first for most US internet users, and even before coffee for a great many of them, according to February 2016 polling.

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The survey or US internet users under 35 and over 55 about their usage habits, and found that overall, 61% of them checked email, social media, text messages and voicemail before breakfast, including 39% who did so before their morning coffee.

One in five respondents waited to check their messages until after the most important meal of the day, but before heading out to work, says the report. More than eight in 10 respondents checked their basic communication channels before work on a typical day.

Daypart Used First To Check Messages (% of Respondents By Group)

 

Age Group

Time

14-18

19-34

56-67

All

First thing, before anything else

48%

44%

26%

39%

After coffee, before breakfast

12

19

34

22

After breakfast, before leaving for work

20

20

19

20

On the way to work

7

5

1

4

At work

7

10

7

8

Later in the day

3

1

6

3

Varies and other

4

2

7

4

Source: Adestra/Flagship Research, March 2016

When US smartphone users were asked about what mobile apps they checked first thing in the morning on a typical weekday, two-thirds said they looked at text messages, and 63% checked email.

Facebook was popular, with nearly half of smartphone users logging on first thing, but there was a big dropoff between the top two basic communication apps and Facebook, suggesting that email and texting are more universal morning routines, even among Millennials.

Mobile Apps Checked First By US Smartphone Users (% of Respondents)

App Used First

Millennials

GenX

Boomers

All

Text

78%

66%

59%

67%

Email

67

67

57

63

Facebook

58

53

34

48

Weather

45

45

41

44

Calendar

30

38

25

30

News

19

22

21

21

Games

21

22

13

19

Instagram

29

12

 

16

Pandora

16

12

6

12

Other social media

17

 

 

9

Other

 

 

 

≤ 7

Source: GfK MRI, February 2016

Internet version may be found here for additional information from eMarketer.

 

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