Special Report: Inside Millennials’ Mobile Social World

We tracked the mobile activity of 18-25-year-olds to find out exactly what they’re doing on their phones, what platforms they’re spending their time on, for how long, and more…

It should come as no surprise that 63% of Millennials tell us they can’t live without their phones—and 43% agree that they’re addicted to social media. (Those are just the ones willing to admit it.) According to mobile device company B2X, Millennials around the world look at their phones three times more than Boomers on average. But actually understanding what they’re actually doing on their devices is another story. We track their social media use and mobile media consumption, survey them on their mobile and social behavior—but we wanted to get even closer. Last month, we asked a group of 18-25-year-olds to give us access to their smartphones, allowing us to track the apps they’re using and get a real look at their mobile social behavior. With that rich data, we’ve created a Special Report* that gives an in-depth look at Millennials’ social media behaviors—what they’re really using, when, for how long, and more.

*This full Special Report is available to Gold subscribers to download here! They can also access an interactive digital version of these findings to instantly look at the groups and platforms they’re most interested in, all with a few clicks. 

Not a Gold subscriber? Contact us to find out how to access this content. 

Here’s a glimpse at what we discovered: 

We know that young consumers are on their phones all the time, but how much of that time is spent on social media platforms versus other apps and content? It’s a question we’re asked all the time—and now we know. Almost half of 18-25-year-olds’ time on their phones was spent on social apps and sites. We should note that using social apps was…

 
 

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The Newsfeed

“[Anna Victoria is] a good role model to women and is changing the way the world looks at fitness and body image.”—Female, 21, CA

Abercrombie & Fitch is going gender-neutral for their new kids’ clothing line. The “Everybody Collection” features “tops, bottoms, and accessories” for five-14-year-old boys and girls. A&F’s Brand President explained their decision to appeal to The Genreless Generation: "Parents and their kids don’t want to be confined to specific colors and styles, depending on whether shopping for a boy or a girl.'' The line of 25 new styles will be rolling out online and to 70 stores, starting this month. (Today)

Millennials & Gen Z already think the Nintendo Switch is cool, and now the brand is giving them more ways to use it. They’re introducing Nintendo Labo, “cardboard-based, interactive DIY experiences” for the Switch, tapping into the “toys-to-life” trend. The variety kit lets players construct five different “Toy-Con” experiences that include turning the Joy-Con controller into a motorbike handle complete with a throttle that can be twisted to accelerate, and creating a piano that senses which keys are pressed to produce the correct musical note. (Kidscreen)

YouTube is pulling Tide Pod Challenge videos from its platform. Teens started eating Tide pods when memes showcasing their Gusher-like colors went viral. The brand has since issued warnings not to eat the pods, and some stores have even begun locking up the product. YouTube has explained the decision to take down the popular pod-eating videos as a continuation of their policy to “prohibit content that’s intended to encourage dangerous activities that have an inherent risk of physical harm." Some are suggesting that pressure from parent company Procter & Gamble may have also been a factor. (Mashable)

The streaming wars are continuing, but audiences are turning to Netflix, Hulu, and Amazon Prime for very different kinds of content. Hub Entertainment Research found original content is winning users' time on Netflix, while over half watch Hulu for its syndicated collection, and movies are most popular on Amazon Prime. The study also found that most Americans overall spend their entertainment time watching TV (40%), but 18-24-year-olds are most likely to engage with gaming and online video, like YouTube. (Quartz)

Outdoor Voices embraced Millennials’ minimal moment to break onto the athleisure scene. The brandless brand goes for a minimalist aesthetic with pops of color, and sees itself as an anti-Nike of sorts. The founder explains that they’re “a recreational Nike” because “With Nike and so many other brands, it’s really about being an expert, being the best. With OV, it’s about how you stay healthy—and happy.” Whatever they’re doing, it’s working: the company has grown rapidly since it was founded in 2013, climbing a startling 800% in 2016 alone. (Vogue)

“I saw some heartbreaking stories in the internet, and decided to look up some international charities and donate to them.”—Male, 20, WA

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