After a week of reality, it's back to reality

Share this content:
Duncan Gray
Duncan Gray
A couple of weeks ago, I arrived home to a typical Gray household scene – a total ignorance of my presence except for man's best friend, the loyal dog, who greeted me with the usual excitement and the knowing look of “ I know you've been working hard to provide the food that I'll be getting soon.” The teenage children and my wife were all online, either Facebooking, illegally downloading something, or shopping.

Finally, my wife looks up from her laptop, acknowledges my existence and says “I'm booking a holiday - what would you like to do?”

“Just book a week's break from the Web” I replied.

And so my wish was granted – a blissful week in sunny Spain...offline.

We didn't follow any Trip Advisor suggestions, check the weather online, e-mail or social network. We just discovered by exploring, looked at the sky and talked to each other. And after a few days of online withdrawal symptoms, we were able to walk straight past tempting internet cafes and pretend we lived in the unimaginable pre-Web world.

The Gray household-at-home seems very typical when you look at UK statistics.

Home internet penetration continues to climb and now stands at 79%. This is forecast to increase to 86% by 2014.

This increase is mirrored in every demographic group. For example, home internet penetration among the over-65s is now 43%.

72% of internet users go online every day or nearly every day.

The proportion who has used a social networking site in the past 6 months is 29%; those who've watched TV or films: 24%; downloaded music: 42%.

This constitutes a serious addiction to online activity – a habit that is evermore pervasive. As our lives move closer to perpetual online connection there may come a time when others also realise that they have to take an offline holiday, if only to reconnect with reality for a week.

Meanwhile, I'm back at the agency with hundreds of unanswered emails and trying to think of even more creative ways to get – and keep – people online!

DMNotes is DMN's around-the-clock blog. Yes, a blog in 2016.

Bookmark this section and follow our RSS Feed here

Sign up to our newsletters

Company of the Week

Brightcove is the world's leading video platform. The most innovative and respected brands confidently rely on Brightcove to solve their most demanding communication challenges because of the unmatched performance and flexibility of our platform, our global scale and reliability, and our award-winning service. With thousands of customers and an industry-leading suite of cloud video products, Brightcove enables customers to drive compelling business results.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above