What Millennials & Teens Are Doing On Their Smartphones Every Single Day

We surveyed 1000 13-33-year-olds to find out what exactly they're doing on their phones everyday, and how use varies between males versus females, and teens versus older Millennials...

In our most recent monthly survey, one 21-year-old female told us, “I can’t live without my smartphone because I am on it several hours everyday. When my screen died yesterday, I cried.” She's not alone. When we asked 13-33-year-olds to tell us which of the devices that you own is the ONE they can’t live without, 53% said their smartphones. Many just can't imagine getting through the day without it. 

Nielsen reports that 18-34-year-olds spend 11 hours and 26 minutes with smartphones weekly. For the first time in history we have a generation of teens who don’t remember a life without smartphones. Their reliance on mobile is impacting nearly every industry, which is why we continue to track their smartphone use. We asked the 80% of 13-33-year-olds who say they own a smartphone what they’re doing on their phones daily, to find out exactly how use varies between males versus females, and teens versus older Millennials. Here’s a breakdown of some of that activity for Millennial males versus females:

Both males and females are messaging on their phones more than any other activity, making messaging their top smartphone activity for the second year in a row. Apps like Whatsapp have clearly both spurred and benefited from the trend, and new messaging apps are appearing to compete for their attention almost daily. Social networking is the second highest smartphone activity, with females slightly more likely than males to access social media platforms on their phones once a day or more. Females 13-33-years-old are also more likely to take pictures, send pictures or videos, and check facts on their smartphones…

 
 

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The Newsfeed

Quote of the Day: “Being famous is overrated. I would be more happy [sic] being locally known for the good I do in the world in a popular way but not for the wrong reasons.”—Female, 16, UT

Minecraft is being used to get kids interested in reading actual, real books. Litcraft recreates the world of a book as an interactive Minecraft map, adding “educational tasks” throughout. Treasure Island was the first completed world, followed by Kensuke's Kingdom, while The Lord of the Flies and Dante’s Inferno are in the works. Trials at U.K. schools are being met with “an enthusiastic response,” so Litcraft is eyeing a larger rollout. (The Guardian)

Nordstrom is stocking up on Instafamous brands like Allbirds, Everlane, and Reformation. The company announced that “strategic” brands account for about 40% of their current revenue and that’s expected to rise. While they benefit from indie brands’ popularity with young consumers, the direct-to-consumer brands are getting an expanded physical footprint, too. In the case of Reformation, Nordstrom explains that they “can bring sustainable fashion to a new (and much bigger) group of customers and closets.” (Business Insider)

A baseball team struck out with their “Millennial Night” promotion, putting Twitter in an uproar. We’ve warned brands that making fun of Millennials is not the way to get earn their spending power, and minor league baseball’s Montgomery Biscuits learned the lesson first-hand. Their “Millennial Night” offered participation ribbons, selfie stations, napping areas, and “lots of avocados,” while playing into stereotypes about Millennials being lazy. A Biscuits exec explains that “Something got lost in the sarcasm,” but instead of offering an apology, they doubled down with another cutting tweet. (AdweekInc.)

Nearly half of Millennials think that “their credit scores are holding them back.” OppLoans found that 27% of 18-34-year-olds haven’t been approved for a new car because of their credit while 25% have been declined for an apartment or house. Debt, a top financial concern for Millennials, is partly to blame: 15% said that their debt “is unmanageable.” Education could help dig them out of the hole, as 24% feel they’ve never learned how to build good credit. (Moneyish)

Baby Einstein is growing up for Millennial parents with a new mission and campaign. Their “Ignite a Curious Mind” effort goes after parents, not kids, with short spots that encourage curiosity. They’re also working on new toys, moving beyond their “sweet spot” of zero to 12 months for toddlers. Baby Einstein’s parent company, Kids II is also planning on reworking other brands, like Bright Starts and Ingenuity. (Ad Age)

Quote of the Day: “[American Eagle Outfitters’] clothes are generally what I wear and are my style. They're comfortable and affordable. They do not do a great deal of vanity sizing and offer something for guys and girls of every size.”—Female, 23, GA

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