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…

 
 

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The Newsfeed

Quote of the Day: “I think we’re already seeing alcohol lose its health halo. Next, the assumption that alcohol is essential to a good, sophisticated life will fade.”—Joy Manning, Deputy Editor, Edible Communities (Medium)

“The doofus dad” TV stereotype is being remade for role-resisting Millennial parents. Inept at care-taking and almost everything else, the tired stereotype is saying its last “D’Oh!” as The Simpson’s Homer Simpson and Peppa Pig’s Daddy Pig get replaced with a new wave of capable fathers like Bluey’s Bandit. The switch could have a real impact on the way kids understand family life, with one research fellow explaining, “The media reflects reality and also constructs reality.” (SMH)

Apple's new subscription gaming service Arcade will cannibalize its own App Store downloads—and that’s a good thing. Downloads in the App Store are on the decline, despite mobile gaming maintaining popularity and raking in revenue. If Apple can turn Arcade into young gamers’ go-to for mobile play, they’ll be poised for success that could outstrip even Apple TV and Apple Music. (The Motley Fool)

Gen Z music artists are “post-genre.” Mixing several influences into one song has become a way for rising artists to set themselves apart, and thanks to self-upload services like SoundCloud, they don’t need music industry exec’s approval. Meanwhile, the Genreless Generation can curate blended playlists via Spotify to fit moods and occasions rather than “rock” or “pop” and are streaming has also globalized their content consumption, so U.S. genres are no longer a limit. (Vice)

Carl’s Jr. has a CBD-infused burger that costs exactly $4.20. The chain restaurant is giving fast food a Cannabis Infusion, but only at one Denver, Colorado location, and only for one day. The Rocky Mountain High Cheese Burger Delight packs 5 mg of the chemical that won’t get you high. CBD is the trendy ingredient du jour, with 57% of 18-36-year-olds telling us they’re interested in trying it, and the chemical has made its way into everything from lotion to La Croix-like beverages. (LAT)

Axe is challenging masculinity with “bathsculinity.” The brand has been blurring gender lines for the Genreless Generation for years now, and their latest series of YouTube spots is showing that men can take baths, too. They’ve enlisted comedian Lil Rel Howery, who takes bubble baths surrounded by candles in the humorous videos. And they couldn’t be more on-trend: bath time is seeing a surge as a salve for Millennial anxiety. (Marketing Dive)

Quote of the Day: “I think for a cohesive strategy and for really helping to build awareness as well as grow the market size for new things, there's definitely digital and social media. But also, there has to be this in-real-life element.”—Alicia Yoon, Founder, Peach & Lily (YPulse)

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