What's Going Online?: Multiple Studies Outline How Millennials Use Social Media And The Web

More and more Millennials are leveraging their social media platforms and the Internet for nearly everything. From news to updates on their friends' whereabouts, Millennials are more active with their social networks and communities than any other generation. Their activity on social media shows their true digital native capabilities.

A study by eMarketer shows the time Millennials and Millennial mothers spend with applications on their smartphones and mobile sites. With an average of 1,850 minutes spent using smartphone applications per month, Millennials ages 18 to 32 are the most active users. Specifically, mothers with young children, in 2013, the highest percentage of smartphone users are actively using their weather, social, and maps/GPS applications.

A study from Pew in July of 2013 shows 71 percent of Millennials between 18 to 29 years old are using the Internet as their primary news source. While 93 percent of Millennials used a mobile phone in 2012 and among that about 63 percent used smart phones. Millennials also have the highest penetration of Internet usage, 93 percent of Millennials are using the Internet compared to 89 percent of Gen X and 77 percent of Baby Boomers.

While Millennials were not the highest in usage of mobile phones and smartphones, they are the generation with the highest social media usage. Millennials are sharing their good and bad experiences through their social media accounts, 55 percent share their bad experiences while 44 percent are willing to promote products or services in exchange for rewards. Fifty-six percent of Millennials think mobile technology helps people use their time more efficiently. Considering 41 percent have no landline at home and rely solely on their cell or smartphones for communication.

Over half of Millennials, 53 percent say they would rather "give up their sense of smell than give up their technology."  In a recent poll done by Huffington Post, 76 percent of the Millennial women around 30 years old said they check their smartphones at least once an hour. Of those, almost half "sneak a peek every 15 minutes." This Millennial dependency is only growing with more mobile capabilities.

So, what does this mean for business operators and marketers? When targeting a Millennial audience, it's important to find where they are spending their time online and how these trends change over time. Studies continue to prove the importance and growth of mobile usage. This is a key trend for marketers as more and more Millennials are accessing the web and social networks via mobile devices is to give Millennials more access and capabilities to your brand's activity.

Published: May 21st, 2014

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