Digital Marketing Researches & Reports

Examining The Attitudes & Digital Behaviors of Millennials, 2018 | GlobalWebIndex

Consumer Behavior | Global

Millennials are a generation that is highly educated, self-confident, technologically savvy and ambitious. Once millennials do make their choices in products and services, they expect them to have as much personalization and customization features as possible to meet their changing needs, interests, and tastes.

Millennials, on the other hand, are a relatively new and continuously evolving group of consumers. The way that they shop and pay for things is very different from the way that their parents and grandparents shop and pay for things. They receive information in different, technology-driven ways.

Their different values systems have led to lifestyles that emphasize different things. All this makes for a different type of consumer, at least when compared to past generations. Many industries are changing the way that they operate to better suit the needs and values of Millennials, making it important for other industries to not get left behind.

The Key Findings of the “Millennials, 2018” Report:

  • Chat with/message friends is the most second screen activity by surveyed millennials with a rate of 48%.
  • Facebook is the most used social media platform among surveyed millennials with a rate of 88%.
  • Millennials spend 2 hours and 38 minutes on social media each day.
  • Filling up spare time is the top factor that drives millennials to use social media platforms with a rate of 44%.
  • Search engines are the most brand discovery channel used by millennials with a rate of 37%.
  • Too many ads on the internet/ads are annoying or irrelevant are ranked as the main factors for surveyed millennials to use ad-blocking programs with a rate of 49%.
  • Free delivery is the top online purchasing driver for surveyed millennials with a rate of 58%.
  • The high-quality product is the main factor of brand advocacy by surveyed millennials with a rate of 47%.
  • Smartphones are ranked as the most important device among surveyed millennials with a rate of 68%.
TOP SOCIAL NETWORKS Used By Millennials in 2018

A Graph Shows The Top Social Media Platforms Used by Millennials, 2018.

The Content of The”Millennials, 2018” Report:

  • Key Insights.
  • Millennials’ Profile.
  • Device Usage.
  • Social Media.
  • The Purchase Journey.
  • Notes on Methodology.
  • More from GlobalWebIndex.

Number of Pages:

  • 27 Pages.


  • Free.


Data were driven by GWI interviews over 350,000 internet users aged 16-64 via an online questionnaire, a proportion of respondents completed a shorter version of this survey via mobile, hence the sample sizes presented in the charts throughout this report may differ as some will include all respondents and others will include only respondents who completed GlobalWebIndex’s Core survey via PC, laptop or tablet.


Market Research & Data Technology

GlobalWebIndex is a leading market research company headquartered in London that provides digital consumer insights across 44 countries to the world's largest brands, marketing agencies and media organizations. Maintaining a global panel of more than 22 million connected consumers which leverage to create 25,000 data points to profile internet users around the world. Providing a combination of survey and analytics data. Since launching in 2009, GlobalWebIndex has become one of the UK’s fastest-growing data technology companies.

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