MillwardBrown Digital conducted a digital survey via mobile or desktop devices that included 1018 US respondents ages 18 – 69 who own or have access to a smartphone or tablet. The survey, Getting Audiences Right: Marketing to the Right Generation on the Right Screen, was conducted October 2014 and found:
DEVICE USAGE VARIES BY GENERATION
Younger audiences are more smartphone-centric, consuming less TV than older generations. Meanwhile, the majority of consumers across generations still rely on laptops or PCs.
ACROSS GENERATIONS, DEVICE PREFERENCE DEPENDS ON THE TIMING
81% of consumers prefer to complete 5 minute tasks via smartphone. That number drops to 43% for tasks that take between 10-20 minutes.