Based on June 2014 research by Burst Media, when trying to please millennials, smartphone-optimized sites and apps are more important than those designed for tablets. The study found that smartphones were millennials’ device of choice for internet and app access, with nearly two-thirds (64%) of US mobile device users ages 18 to 34 citing these as their primary mobile device for logging on to the web or checking out an app. Meanwhile, 22% said the same for tablets.
Growth in the millennial smartphone audience is slowing as penetration among mobile phone users in the demographic hits impressive highs. eMarketer estimates that there will be 66.4 million US millennial smartphone users this year, representing 81.2% of mobile phone users in this age group. This total will hit 86.2 million by 2018, when 99.7% of millennials who use mobile phones will have a smartphone. Read the rest at eMarketer.