Know the audience: Millennials

This article looks at Millennials, those aged between 17-31, who represent the largest share of internet users aged 16-64, and discusses their attitudes and behaviour toward devices, social networks, e-commerce, and brand engagement.

Know the audience: Millennials

Felim McGrathGlobalWebIndex

Some 84% of Millennials own a smartphone and spend an average of 3.12 hours daily online via a mobile. Ninety-five per cent of Millennials have a social network account, spending on average 2.54 hours a day on social media. They enjoy film and music streaming but account sharing is common.

Globally, Millennials (defined as those aged between 17 and 31) represent the largest share of internet users aged 16–64, accounting for 49% of this online population. Typically, Millennials account for even bigger shares within fast-growth markets – where internet penetration rates typically remain...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands