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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“My work schedule can be hectic, so I snack on nuts, berries, or other non-deadly foods during any downtime.”

—Male, 32, KY

AwesomenessTV and fashion/beauty brands are coming together to make branded series for Gen Z. In the past, AwesomenessTV has worked with numerous brands to produce original content, including CoverGirl and Kohl’s. Now they’re planning a 24-part docu-series with Hollister called “This is Summer,” following teens’ high school journeys—while they’re clad in shoppable Hollister clothing of course. Our own Chief Content Officer explains that Ypulse has “found Gen Z to be fairly open to watching sponsored entertainment,” with 77% of 13-17-year-olds agreeing, "As long as the story is interesting, I don't mind that it is sponsored." (Glossy)

Fullscreen agrees that Gen Z is the generation that’s most receptive to branded content. Their survey found over half of Gen Z doesn’t mind even undisclosed branded content, and significantly more Gen Z teens than Millennials have engaged with social branded content (viewing photos, liking and sharing content and tagging friends) in the past six months. Influencer marketing wins out with the group, with over half of teens preferring influencer content to pre-roll, sponsored posts, banners, and traditional TV commercials. The sweet spot for advertisers may be branded video, especially when influencers are involved. (TubefilterAdweek)

Graduation spending is expected to reach a record $5.6 billion for the Class of 2017. Over half of the graduation gifts given will be cash, followed by greeting cards, gift cards, apparel, and electronic devices. Another trend for the year is more and more peers giving each other gifts, with a 6% lift year over year. Younger consumers will spend an average of $78.42 ,compared to 45-54-year-olds’ $119.84 and 65-and-over’s $112.34, and while greeting cards are also most popular, they’re also almost twice as likely to gift clothing. (ConsumerAffairs)

Instagram has the “most negative impact on young people’s mental wellbeing,” followed by Snapchat, according to a recent study. The image-centric platforms could “driv[e] feelings of inadequacy and anxiety,” and were rated the most poorly for their impacts on sleep, FOMO, and body image. Out of the top five most popular social media platforms, YouTube was the only one that earned a positive score. The silver lining? Some argue the evaluation is “blaming the medium for the message,” and social media/online communities are also Gen Z and Millennials’ top resource for learning about “mindfulness, meditation, and wellness,” according to Ypulse data. (The Guardian)

Lego is being called the “most powerful brand in the world,” beating out Google, Visa, and Nike. Brand Finance’s latest valuation report shows Lego’s brand value increased 68% over last year, looking at metrics like “familiarity, loyalty, promotion, marketing investment, staff satisfaction and corporate reputation.” At least some of the lift can be attributed to the successful movie franchise (The Lego Movie and The Lego Batman Movie) and its strategic partnership with Star Wars.

(Business Insider)

“I kind of don't like the commercialization of fandom culture…However, creating licensed products is one way a brand could interact.”

—Male, 24, MO

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