This is What Millennials & Gen Z Are Doing on Their Phones the MOST

What does a day in the life of a Millennial/Gen Z smartphone look like—and what are they doing on their phones the most every day? We checked in with 1000 13-34-year-olds to find out…

Whether you think that smartphones are destroying the next generation, or believe that the devices we’re all hooked on have as many positive effects as negative, good luck prying their phones out of their hands now. When we asked Millennials and Gen Z what tech item they would buy next if they could buy anything, a new smartphone beat out everything else. They have moved from luxury to indispensable in the eyes of these generations. In fact, 64% of 13-34-year-olds told us that their smartphone is the one device they own that they can’t live without—laptop came in second with a vastly lower 13%.  

Half of 13-34-year-olds tell us that they spend 1-4 hours a day on their phones—and almost three in ten admit to spending 5-8 hours on it. It’s no wonder that brands are hungry to find new ways to break into mobile, and we’re always digging to find out what exactly young consumers are doing on the devices they love. Earlier this year, we used behavioral tracking to get a glimpse inside Millennials and Gen Z’s mobile social world, but we also asked 1000 13-34-year-olds to tell us how often they use their phones for a range of activities. Today, we’re showing exactly what they’re doing the most.

We’ll start with an overview of 13-34-year-olds’ daily use: 

As we saw in 2016, messaging is the top activity that Millennials and Gen Z are using their phones for daily, followed by social networking, and listening to music. Between messaging and social media, these generations are never separated from their friends and family, and in our recent mobile/app behavior survey, 78% told us that they are always connected…

 
 

Want to talk to us about the article
or dive into a custom study?


The Newsfeed

Quote of the Day: “Most social media is an echo-chamber for immaturity.”—Male, 30, MD

Violent video games don’t cause violent behavior, according to “one of the most definitive [studies] to date.” At a time when several states are considering tacking on extra taxes to violent video games, the Oxford Internet Institute’s study found that playing content considered violent did not cause 14-15-year-olds in the U.K. to act more aggressively. The study’s co-author says that previous studies have been influenced by “researcher biases” that led to studies that gave “undue weight to the moral panic surrounding video games.” (GamesIndustry.biz)

A new rosé brand is winning over Millennials with its Instagrammable bottle. The Wonderful Company, known for brands like Fiji Water and Pistachios, brought a new wine brand to market just in time for Valentine’s Day—and it’s already outselling their other labels. JNSQ (an acronym for the French phrase “je ne sais quoi”) sells rosé and sauvignon blanc that come in glass containers designed to look like retro perfume bottles. Influencers and a national marketing campaign helped propel the brand. (Adweek)

Minecraft for mobile made more money than ever in 2018. According to Sensor Tower, the gaming sensation’s mobile version raked in $110 million last year, rising 7% from last year. In addition, 48% of that revenue came from the U.S., followed by just 6.6% from Great Britain. All eyes may be on Fortnite, but the Minecraft Effect still has a hold on young gamers, and Gen Z & Millennials still rank the game as one of their favorites. (Venture Beat)

Nostalgic Millennials can soon set sail on a Golden Girls-themed cruise. The experiential, adults-only cruise will include themed activities like a “One Night in St. Olaf Dance Party,” a game of Ugel and Flugel, and a costume contest for fans dressed up as the main characters. There will also be plenty of trivia, bingo, and cheesecake on this five-night experience aboard the Celebrity Infinity. This isn’t the only cruise ship catering to adults recently; Virgin’s first cruise ship is 18-and-up-only and even has a tattoo parlor on board. (People)

Daquan, the meme account with 12 million followers, is teaming up with All Def Media for a slate of original content. The premium videos will signal a departure from what Daquan is known for: gritty, homemade content that ranges like blurry SpongeBob SquarePants screenshots transformed into memes via clever captions. The new videos will debut across All Def Media and Daquan’s social channels, which include Instagram, Facebook, Snapchat, IGTV, and YouTube. (Tubefilter)

Quote of the Day: “I think social media can bring light to issues that are of importance such as animal rescue and environmental awareness.”—Female, 22, MI
 

Sign Up Now

Subscribe for premium access to our content, data, and tools.

Already a subscriber? Sign in.

Upgrade Now

Upgrade for full access to the best marketing tools for understanding the next generation.

View our Client Case Studies