Phone Wars Update: What Battles Are Brewing In the Smartphone World?

When we asked Millennials to name the one device they can’t live without, more said they can’t live without their smartphones than those who named laptop, tablet, and television combined. This generation is passionate about their mobile devices, and they carry them nearly everywhere they are. 45% of Millennials say that they spend two-ten hours a day on their smartphones, and 44% say they look at their phone over six times in a given hour. With so much of the time and attention of this very desired generation of consumers devoted to their smartphones, it is no wonder that the war around smartphone tech and who can capture the young, often fickle, tech-savvy audience is continuing to rage on. With new entrants into the smartphone competition seeming to pop up at every turn, it can be difficult to keep track of the battles waged within the war, and who is capturing the attention of Millennials. They are seen as the most tend to lead the consumer pack when it comes to tech preferences, influencing everyone from their parents to their friends when it comes to what mobile device to buy. Their own children are being influenced as well—Millennial parents are far more comfortable handing their young offspring a phone to play with, which might help explain why “between 2011 and 2013, the average time a child younger than eight spent on mobile devices tripled from five to fifteen minutes.” To help you keep track of it all, we’re giving you the latest breakdown on the smartphone market: what’s happing now, what’s coming next, and why it all matters. 

Android Could Eclipse iPhone 

iPhone still rules with Millennials: 45% of Millennials ages 14-29 surveyed in early October told us they currently own an iPhone, over 33% who own an Android. But Android is dominating the market otherwise and…

 
 
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Millennial News Feed

Quote of the Day: “If I played the lottery tomorrow and won $100,000,000 I would pay off my college loans and buy myself a good car, pay off my mother's debt and then save the rest for anything that might happen in the future.” –Female, 18, AL

This weekend, climate marches around the world attracted young consumers who are speaking up about their environmental concerns, and have no hesitation in calling out political leaders who aren’t willing to do the same. In New York, the thousands who gathered for the People’s Climate March demanding action on climate change included over 300 colleges represented by marching delegates. With statistics showing that by 2015 the youth vote will surpass Baby Boomers', Millennial concerns like these will increasingly shape the political conversation. (MSNBC)

We know that Millennials are marrying later in life than previous generations, but a new study from the journal Emerging Adulthood has shed some more light on the emotional reasons that might be. The research takes a deeper look into college students’ views on the institution, dividing 571 students at a public university in the Midwest into three different categories: “enthusiasts,” “hesitants,” and “delayers.” A full 58% fell into the “hesitants” category, a group that ”appeared to value marriage and expect to marry but were more hesitant about the permanence of marriage and expect to marry later than what they thought would be ideal.” (NYMag)

The generation labeled as “boomerang kids” is beginning to leave the nest. According to new Census Bureau data, 18-34-year-olds are gradually moving out of their parents’ homes: 31.1% live with parents in 2014, down from 31.2% in 2013, and a peak of 31.6% in 2012. However, the percentage of young adults heading their own household did not go up. So where are they going? Renting and moving in with other family members are most likely the answer, as the numbers for both categories rose slightly for the same age group. (Huffington Post)

After a successful test in Europe, Toys ‘R’ Us and Claire’s have announced a partnership that will create 100 branded Claire’s shops in European branches of the toy franchise, as well as 12 in the United States. After several attempts to strengthen the tween market of the well-known store, Toys ‘R’ Us is hoping to capitalize on the seemingly never-ending need for jewelry and accessories in the life of a tween girl to attract them. (MediaPost

They might not trust big institutions, but Millennials may have more faith in large corporations than meets the eye. A study that looked at 18-30-year-olds in 17 countries found that these consumers “look to the corporate world to solve global problems.” 82% believe that businesses are capable of doing more to help the world, and make the biggest impact addressing societal issues. They also want to work with those companies that make an effort to make change: 51% say they would personally like to get involved with making the world a better place, and 69% want brands to make it easier for them to get involved. (Fortune)

Millennial social media, spending, and media behaviors aren't easy to keep up with. So we track data in each of these areas in our bi-weekly survey of 1000 14-32-year-old Millennials nationwide to keep an eye on the trends that emerge. Our Silver and Gold subscribers get access to regularly updated data trend charts broken out by age and gender. We do the heavy data lifting for you, and we’re constantly adding new statistics to our database. (Ypulse)

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