For this week’s final Chart of the Day, we preview data from our new Millennials report to look at device importance among this trend-setting age group.

Globally, it’s smartphones which rule the roost for this metric – over 4 in 10 Millennials say their phone is their most important device for getting online, compared to just 3 in 10 who say the same about a laptop, 2 in 10 about a desktop and a meagre 3% who choose a tablet as their key device.

However, there’s a clear regional divide here. Across North America and Europe – where PCs and laptops still remain much more fundamental access points – mobiles are yet to take top spot. Compare that to APAC, LatAm or the Middle East & Africa, where mobiles have a lead of at least ten percentage points, and the differences in engagement are plain to see.

So, although Millennials might be a mobile-first generation, this is much more pronounced in some parts of the world than others.

Clients can access the full version of the Millennials report here. Alternatively, you can download a free summary here.


Written by

Jason is Chief Research Officer at GWI. He's the main man who leads our global team of analysts, delivering world-renowned research. He's an in-demand data junkie who you might see popping up on your telly screens every so often to show you what's actually happening in the lives of consumers.

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