Ever find yourself getting up in the middle of the night needing to go to the bathroom and then decide that it’s a good time to check Facebook to see if anyone else might be doing the same thing (or something else)? If you have then you are part of a group of people that can either be explained as really in touch or really out of touch depending on how you look at the situation.

eMarketer shares a report that was put together by electronics review site Retrevo. Not exactly a Forrester study I know, so please remember that any information that is passed off as research in this space is likely to have the actual research listed as a lower priority that the exposure it generates. With that in mind let’s look at just how connected some people need to be.

The numbers paint a picture that most would suspect is true. The younger the Facebook user the more likely they are to be checking their page no matter the time of day or the situation.

Social norms are certainly shifting as social media adoption and integration becomes more intense. Whether this is a good or bad thing for society as a whole is up to the individual to decide. As a marketer it makes one wonder if you should be advertising to certain groups at certain times.

Maybe one of the behaviors that will evolve from this is “sleep shopping” where someone gets up in the middle of the night and checks their Facebook page to see if they missed anything then in their less than lucid state of mind are more susceptible to ads about whatever it is that they may need at that time of the day. They then click on the ad and with that perfect 24 hour a day landing page you nail them for that ShamWow or Snuggie or whatever purchase. You see, now instead of worrying about sleeper cells we can generate sleeper sales.

Ain’t the Internet great?