For Tuesday’s chart, we draw on data from our new Millennials Audience Report (download a free summary here) to look at the amount of daily time that this group are now spending on their smartphones.

Although Millennials have long since been known as the mobile-first generation, GWI’s long-term data on this metric still makes for striking reading. Since 2012, the average amount of time being spent online on a mobile among this audience has rocketed from 1.78 to 3.14 hours.

Simultaneously, time devoted to PCs, laptops or tablets has been ebbing downwards to stand at just over 4 hours. Before too long, that means mobiles are on course to capture more daily time than all other devices put together – emphasizing just how dominant the smartphone has become within the daily lives of this trend-setting audience.

For more insights on Millennials, clients can download the full version of our new audience report 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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