- Report
- Behavioral
- Report
- Behavioral
North AmericaWestern Europe
Mobile/App Behavior Report
Mobile devices are at the center of young consumers’ lives, shaping how they stay connected, shop, create, and unwind. But Gen Z and Millennial smartphone behaviors are actually evolving, from the platforms they open most to the ways they set digital boundaries and how brand apps play a role in their everyday routines. While young people do overwhelmingly rely on their phones, they’re also navigating rising screen time fatigue and searching for healthier tech habits. (Yes, we’re talking about the viral interest in “dumbphones.”) Understanding these changing patterns, no matter how small, is key for brands trying to reach young consumers and see where their digital lives are headed next.
In YPulse’s 2025 Mobile / App Behavior report, we explore the kinds of phones young consumers have, what they’re doing on them most, how their relationship with their smartphones are evolving, how many are interested in “dumbphones,” and more.
Download the full report for further insights
- How many young people are iPhone and Android users and how they feel about the Apple ecosystem
- How many young people are interested in dumbphones and how many use Do Not Disturb mode
- How many young people acknowledge their phone addiction and how anxious they feel without it
Report length: 20 pages, North America report is based on surveys of 1500 13-39-year-olds in the U.S. and Canada, fielded October 2025. Western Europe report is based on a survey of 2500 13-39-year-olds in the U.K., Italy, Spain, France, and Germany, fielded in September 2025
Additional survey content for Pro users:
How often young people do various activities on their phones, how many young people spend money on apps, and the full list of their favorite brand / store apps.
The Data File also includes data split by the following demographics: Gender & Generation, Age Groups, Academic Status, Race, POC, Country, Urban/Rural Status, LGBTQ+, and Parent.