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

“I love watching movies and shows uninterrupted.”—Female, 18, CO

Mattel just made the first hijab-wearing Barbie. She’s based on Ibtihaj Muhammad, who won the Olympic bronze medal for fencing for the U.S. while wearing a hijab. Brands are bringing diversity to the toy aisle to appease The Diversity Tipping Point generation’s appetite for inclusion, and this new doll is a step in the right direction. She gives girls a new role model and (in Muhammad’s words) encourages them "to embrace what makes them unique." Mattel has plans to create an entire line of Barbies based on inspirational women next year. (BBC)

Another ‘90s classic, Are You Afraid of the Dark, is coming to the big screen and revisiting Millennials’ childhood nightmares. Nostalgia entertainment is big business for the entertainment industry, who are hoping to capitalize on Millennials and Gen Z’s trademark wistfulness, and it doesn’t hurt that this screenplay for the remake is being written by It’s screenwriter. With horror proving it can bring in massive audiences these days, this mixture of dark content and nostalgia is a good bet to get them in theaters. (Collider)

Millennials are causing a “baby bust”—they aren’t having enough kids to keep the U.S. population at the “replacement level.” According to the Negative Population Growth Inc., the birth rate has dropped below the death rate, with women are having an average of just 1.8 births compared to the 2.1 needed to keep the population steady. The research blames all Millennials for the drop, reporting that “irth rates for all age groups of women under 30 fell to record lows in 2016.” (Washington Examiner)

Kellogg’s is coming back to NYC, with a bigger (and maybe better) cereal café than last year’s Times Square popup. The 5,000 square foot Union Square space will be a permanent place for Millennials to try crafty concoctions from Kellogg’s, who hopes getting the demo to rethink the product will keep Millennials from “killing” cereal as we know it. The company claims “It’ll be a destination for foodies and people to chill, create and explore the endless possibilities of cereal all in one place, whether it be for breakfast, lunch or a snack later in the day.” (CSA)

People are binging Netflix in public—at work, in line, and even on the toilet. A new study from Netflix found that 67% of viewers have watched a show or movie in public, 37% admit to tuning in at work, and 12% have pressed play in a public restroom. One in five have cried during a public streaming session, and 11% have seen a spoiler on another public streamer’s screen—but that’s not stopping them. The Binge Effect is real and bigger than ever: 60% of respondents said they binge more content than they did last year. (MashableMarkets Insider)

“I really enjoyed Breaking Bad and Better Call Saul does a really good job capturing the same intensity and intrigue that the original series did…”—Male, 28, NY

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