STUDY: 5% of Millennials Check Their Phones Once a Minute


Today in Things We Already Knew news: everyone accepts mobile as the future, but a recent British study* performed by “customer experience” brand KANA turned the why into science: the average Euro-Millennial aged 18-24 checks his or her phone every ten minutes…or every nine minutes and fifty seconds, to be precise.

More shocking was our headline stat: 1 in 20 respondents checks the phone an average of sixty times every waking hour.

You’re right to be curious about the generation gap: 25-34-year-olds only check their phones once every nine minutes and fifty-five seconds because 34 is the new 17, spoiled entitlement, blah blah. The number increases to once every 20 minutes or more once we cross the 35 threshold, but the trends still apply across demographics.

It’s almost as fascinating as oh hey, I got a Snapchat!

The key finding for PR, though, relates to customer service:

“The average Brit wastes a ‘fraughtnight’—nearly two weeks—each year waiting for replies from companies, using digital devices to bombard them with complaints for poor customer service.”

A more mobile public is understandably less tolerant of those interminable wait times, and both this study and our post on using Twitter for healthcare customer service indicate that the finding doesn’t just apply to Millennials. Seniors may not be sexting one another, but they’re definitely doing something mobile: the average 65+ Briton swipes to unlock once every 47 minutes.

This study essentially serves to explain why Facebook has officially become a mobile ad service. No matter what you hear about the network’s imminent demise, its Q4 earnings bump was pretty impressive. It also explains why BuzzFeed’s custom CMS has a “mobile preview” function and why you should care.

We would say that “for marketing, content and customer service, it’s go 24/7 mobile or go back to the retirement home”—but even AARP members are too busy refreshing their Twitter feeds to listen.

*Sorry for the Daily Mail link. You didn’t have to click!