In Consumer Insights, Devices

This week, Apple celebrated a record quarter: buoyed by the success of the iPhone 7, the California company reported $17.8 billion in profit and more than 78 million iPhones sold. Regardless of brand or operating system, the smartphone is a firmly entrenched part of consumer behavior: as we mentioned in the CES edition of our chart of the week, American adults spend more than 74 hours per month on their smartphones. But how accurate is the stereotype of the perpetually Snapchatting, selfie stick-carrying Millennial? How often do consumers actually check their smartphones?

Are Millennials Actually Addicted to their Smartphones?

Verto Analytics data reveals that when it comes to consumer behavior on smartphones, there are stark differences across different age groups. Our data shows that among U.S. adults (ages 18 and above), Millennials – or those between the ages of 18-24 – check their smartphones an average of 69 times per day – the most often of any other age group included in our data. In fact, this number drops with every successively older age group: in comparison, smartphone users ages 55 and above only unlock their smartphones an average of 27 times per day, which is less than 40% as often as Millennials.


Our data also indicated that the peak times for consumers to unlock their smartphones is between 12pm-5pm. While our figures do not include the number of times that a user checks their screen for notifications, but does not unlock the device, it’s clear that peak smartphone usage (and possibly engagement) occurs in the afternoons and early evenings, when the average consumer (across all age groups) unlocks their device almost 3 times per hour.

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