Millennials Just Won't Let Go of the Phone

Share this content:

Young adults touch their cell phones an average of 43 times a day—and that's just when they're not on other devices, says a new study urging marketers to keep millennial messaging consistent.

43 touches a day for the average millennial
43 touches a day for the average millennial

For the sakes of millennials everywhere, let's hope their mothers don't get hold of today's study from SDL reporting that members of the now-dominant generational group touch their cell phones 43 times a day. Or let's hope for their sakes that at least one out of 300 of their weekly touches is an interaction with dear old mom.

As for marketers wanting to interact with millennials, being on message is crucial, according to results of this survey of more than 1,800 global consumers aged 18 to 36. Because of their incessant relationships with their phones and other devices (67% in the U.S. touched two devices daily; 45% touched three) marketers needn't waste time altering messages by channel, says SDL, a customer experience company. Sixty percent of millennials said they expected a consistent experience from brands whether it was online, in-store, or over the phone.

“Marketers should focus on the experiences customers want throughout the customer journey, and adjust company strategies to coincide,” says SDL's CMO Paige O'Neill. “It is vital for organizations to ensure channels are so connected that they become irrelevant.”

Millennials generally understand the proposition that they must trade data to interact on the Web, though they are not accepting of the tradeoff. Some data exchanges are more acceptable than others, however. Young adults don't mind recording of click-throughs, email addresses, or device-specific usage information. On the other hand, they do not cotton to giving up phone numbers, browser information, or locations.

Loading links....

Sign up to our newsletters

Company of the Week

Since 1985, Melissa Data has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa Data offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

DMN's Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here