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www.TotalYouthResearch.com
Millennial  Mobile  
Statistics15
www.TotalYouthResearch.com
A deeper look into the 

Millennial-Mobile
relationship
First, a definiton…
Who…
.…are these
Millennials?
www.TotalYouthResearch.com
www.TotalYouthResearch.com
…because there are  2.5  billion  

Millennials globally in 2015*
*source  Viacom
www.TotalYouthResearch.com
Millennials  are  young  people  aged  12-­‐32  
today*  (also  know  Generation  Y)
*  (definitions  vary)
Okay, so let’s look at
the top 15 statistics…
I’ll be sharing…
15 statistics
from the latest
Total  Youth  
Mobile  Report  
link  coming  up…
www.TotalYouthResearch.com
IF  YOU  WANT  TO  GET  
THE  COMPLETE  REPORT…
www.TotalYouthResearch.com
All 400 slides
Super high definition
visuals
32 statistical charts
www.TotalYouthResearch.com
Part  1:  Millennial    
Smartphone  Ownership
www.TotalYouthResearch.com
82%
84%
91%
97%
Youth Smartphone Ownership 

in 2015
China
UK
USA
Germany
SOURCE: NIELSEN, MOBILEYOUTH, TELEFONICA 2014, 2015
14-29 years (Millennials)
MARKET  SATURATION  
We’ll reach 100+%
smartphone
penetration in the
Millennial market in
the next 2-3 years
#1
If you find stats like these
useful then please like or
share this presentation to
help  others  discover it too…
If you’re on Slideshare
just hit the LIKE button
Thanks…
now back to those
top 15 statistics…
www.TotalYouthResearch.com
55%of students reported
strong negative feelings
when separated from
their mobile for 24
hours
source: The World Unplugged 2013
#2
www.TotalYouthResearch.com
What impact does privacy have
on the appeal of mobile for
Millennials? Find out next slide…
said the #1
reason they used
Snapchat was
because it didn’t
store messages
77%
source: Mobile Squared 2014
www.TotalYouthResearch.com
#3
www.TotalYouthResearch.com
4%
4%
4%
8%
8%
9%
10%
25%
32%
35%
Top Mobile Messenger Apps for Millennials
Facebook  Messenger
SOURCE: GLOBAL WEB INDEX Q3-Q4 2014
% used in last month 17-31 years (exc China)
FACEBOOK  DOMINATES  BUT  GROWTH  SLOWS  
Facebook dominates the mobile messenger
market by default but new entrants continue
to eat up market share
Whatsapp
Skype
Viber
WeChat
Line
Snapchat
Kakao
Kik
Tango
#4
www.TotalYouthResearch.com
www.TotalYouthResearch.com
47%
65%
80%
91%
97%
Have you used your
smartphone in the bathroom?
Under 20 yrs
20-29 yrs
29-45 yrs
66+
SOURCE: 11MARK 2013
46-66 yrs
% said “Yes”
SOCIAL  GROOMING  
Millennials need to
connect anytime
anywhere because they
need to constantly
maintain social networks
#5
www.TotalYouthResearch.comflickr © Alant
Part  2  Social  

Media  Sharing
www.TotalYouthResearch.com
What type of content are
Millennials sharing and why?
Find out next slide…
www.TotalYouthResearch.com
47%
of all teen content
on Instagram is
#selfies
#5
www.TotalYouthResearch.com
Which type of friend do you
share this type of content with?
SOURCE: HARRIS INTERACTIVE 2014
Real Friends Facebook Only Friends
Share a secret
Share personal problems
Ask for help
Chat when alone
REAL  FRIENDS  RULE  
Millennials share
the bulk of their
content with real
offline friends#6
www.TotalYouthResearch.com
is much less important than
the nature of
the content
the act of sharing itself
www.TotalYouthResearch.com
What about Twitter? Are
Millennials tweeting like older
generations? Continue reading…
www.TotalYouthResearch.com
15%
60%
71%
80%
Millennial’s and Their
Twitter Habits
Check Twitter at least once a day
Say tweeting an event makes it more fun
Tweet at least once a day
>10x / day
SOURCE: TWITTER 2014
Survey of Millennial Twitter Users
CONTEXT  DRIVES  TWITTER    
Millennials  love  Twitter.  Most  
users  check  at  least  once  a  
day.  Key  to  appeal  is  the  social  
context  in  which  they  use  it.
#7
flickr © brlnpics123
56%
of Millennials said they use Twitter
to document their lives in real time
source: Twitter 2014 (Twitter Users)
#8
www.TotalYouthResearch.com
67%
of Millennials said they shared
“random thoughts” on Twitter
source: Twitter 2014 (Twitter Users)
#9
68%chat with friends on their
phone while watching
TVsource: Microsoft 2014
www.TotalYouthResearch.com
#10
www.TotalYouthResearch.com
Part  3  Influence  and  
Relationships
www.TotalYouthResearch.comflickr © Alant
How is mobile redefining
influence in the modern
media landscape? 

Click to find out…
the Average
American sees
170,000
marketing messages
by her 17th birthday
flickr © jonathan-grado www.TotalYouthResearch.com
#11
ATTENTION
is
your
biggest
COST
flickr © hervoices www.TotalYouthResearch.com
www.TotalYouthResearch.com
What impact does trust have on the share
ability of content? Find out next slide…
www.TotalYouthResearch.com
Millennials more likely to share
with their “strong ties”
SOURCE: MOBILEYOUTH VIA FACEBOOK 2013
Strength of tie measured as a factor of likes, messages and comments exchanged
%ofpostssharedonFacebook
0%
20%
40%
60%
80%
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15
Strong TiesWeak Ties
STRONG  TIES  
The stronger the
connection, the
more likely
Millennials are to
the share the
content
#12
www.TotalYouthResearch.com
INFLUENCE
is a function of
TRUST
not volume
www.TotalYouthResearch.com
15%
54%
69%
78%
How do you show your loyalty
to a smartphone brand?
I recommend the brand to others
I buy more of the same brand
I don’t consider other brands
SOURCE: MOBILEYOUTH VIA FORRESTER 2014
% of 18-25 year olds who bought repeat brand phone
FB Like
RETENTION  DRIVES  ACQUISITION  
Loyal  fans  are  more  likely  to  drive  new  
customers  than  interact  on  social  media.
#13
www.TotalYouthResearch.com
YOUTH
we need to view every technology
are social by design
in its social context
www.TotalYouthResearch.com
17%
45%
61%
92%
Which of these friend groups
would you invite to Snapchat?
Close friends I trust to never share message
Friends I’d forgive if they shared
Most friends
Others
SOURCE: MOBILESQUARED 2014
TRUST  IS  KEY  
Millennials care
about privacy and
share more with
people they trust.
#14
flickr © sylviajade www.TotalYouthResearch.com
1 friend >
100 “friends”
#15
I hope you enjoyed my 

top 15 statistics…
If you’re interested in
more then please
read on…
www.TotalYouthResearch.com
BEFORE
we try understand
mobile technology
we must first understand
What it means to them
www.TotalYouthResearch.com
Get  more  data  and  insights  on  
Mobile  Millennials  here

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