‘On average a person has 7.4 social channels, and will be very hard to each on those channels due to increased competition from their friends, digital ad budgets, and ad blocking software. Mediated relationships require “Frequent and phatic* gestures” to build and maintain mediated relationships and so our marketing must evolve as well.’
Larry D. Rosen (editor) The Wiley Handbook of Psychology, Technology and Society

The number of channels rises to 8.4 for consumers between the ages of 18 and 24 and for those over 65 the number is a surprising 6.4 channels of communication.

denoting or relating to language used for general purposes of social interaction, rather than to convey information or ask questions. Utterances such as hello, how are you? and nice morning, isn’t it? are phatic.