Put simply, millennials who own smartphones use them a lot, according to a June 2014 study by Mitek and Zogby Analytics. Among US millennial smartphone users polled, nearly 90% said their phones never left their side—both night and day—and 80% admitted they instantly reached for them right when they woke up.
With their phones in reach pretty much 24/7, it makes sense that millennial smartphone users would turn to their devices to surf the web and launch apps—but the survey results suggest they’re not always thrilled with what they find when they get to a company’s site or the app store. For example, 71% of respondents said that many companies didn’t even have a mobile app yet. Even worse, 86% of those polled commented that a lot of websites didn’t offer good mobile functionality. Considering that nearly half of respondents said they attempted to access the mobile site of a business via smartphone or tablet at least once daily, this is more than just a problem—it’s something marketers looking to reach millennials must take into account. Read the rest at eMarketer.