As innovation in mobile changes how society operates, women are using their phones to assist them in practically every aspect of their lives, from consuming news to budgeting to waking up in the morning. Almost half of women ages 18 to 34 check their phones as soon as they wake up, and another 36 percent check them within five minutes. Screens have become so ingrained that over 60 percent of women own two or more mobile devices and use them on a daily basis.
“Our research shows the incredible degree to which smartphones are a millennial woman’s constant companion, a gateway to constantly connecting with her passion points and increasingly becoming her mobile wallet,” said Rob McLoughlin, vp, PopSugar Insights. “Marketers need to lean into the disruption these devices wield and deliver content and commerce offerings that seamlessly fit into her daily routine.”