How do Millennials behave on social, mobile and the web?

Posted by: Carolyn Cohen

A recent study by eMarketer shows how Millennials behave online regarding mobile web usage and social media usage The study tracked the following groups: Millennials (born 1981-2000), Gen X (born 1965-1980) and Baby Boomers (born 1946-1964).

Roughly 93% of Millennials used a mobile phone in 2012 and among that about 63% used smart phones. Millennials also have the highest penetration of Internet usage, with 93% of Millennials using the Internet, 89% of Gen X and 77% of Baby Boomers.


While Millennials were not the highest in usage of mobile phones and smartphones, the study found them to have the highest usage of social media. Eight-four percent of Millennials are social media users, with 66% of Gen X on social networks and 44% of Baby Boomers. According to the study, more than half of the U.S. users on Twitter are Millennials.

The same group also accounted for four out of every ten digital video views. To compare, Baby Boomers only account for 20% of digital video views. When it comes to Facebook, Millennials still have the highest penetration with 75% of Millennials using Facebook. Only 58% of Gen X is on Facebook and 39% of Baby Boomers are on the social network.

So, what does this mean for marketers? When targeting a Millennial audience, it’s important to find where they are spending their time online and how these trends change over time. Studies such as this continue to prove the importance and growth of mobile usage. This is a key trend for marketers as more and more Millennials are accessing the web and social networks via mobile devices.

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About Carolyn Cohen

Carolyn Cohen is a social media strategist at Barkley where she manages social networks, creates social strategies and helps keep social integrated with all of her clients. Her main focus is CPG brands including Blue...See Carolyn's full bio.