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Millennials and
                     Mobile by the
                     Numbers

                     Compiled April 2010

Defakto Fact Sheet                         1
Millennials* and Mobile by
        the Numbers
        EveryWhereAllTheTime.com

        Compiled May 2010




       *The Pew Research Center defines Millennials as those   Photo Credit: Steve Rhodes
       currently (in 2010) between the ages of 13 and 29.



Defakto Fact Sheet                                                                          2
94%
                      OF MILLENNIALS HAVE A
                           CELL PHONE

                     31%                85%
         Of 8 to 10 year olds      Of 15 to 18 year olds
          have a cell phone         have a cell phone


Defakto Fact Sheet                                         3
AMOUNT OF TIME
       AMOUNT OF TIME     8 TO 18 YEAR OLDS SPEND
                           TALKING ON THE PHONE
      8 TO 18 YEAR OLDS             DAILY:

      SPEND CONSUMING      43 Minutes
         MEDIA DAILY:

            7 Hours,          AMOUNT OF TIME
                          8 TO 18 YEAR OLDS SPEND
                               TEXTING DAILY:

           38 Minutes         1 Hour,
                            15 Minutes

Defakto Fact Sheet                                  4
MILLENNIALS SEND AN AVERAGE OF
                                        20 TEXT MESSAGES
TEXTING                                            PER DAY

                               GEN XERS SEND AN AVERAGE OF
                                        12 TEXT MESSAGES
                                                   PER DAY

                80% of         BOOMERS SEND AN AVERAGE OF
                                         5 TEXT MESSAGES
             Millennials                           PER DAY
             have texted
              in the last
               24 hours

Defakto Fact Sheet                                           5
57%
        OF 18-34 YEAR OLDS SAY PRICE
        IS THE NUMBER ONE REASON THEY
        AREN’T BUYING
        AN IPAD
                                31%
                     16%     OF U.S. TEENS
         OF U.S. TEENS        WANTED AN
          WANTED AN        IPHONE IN SPRING
           IPHONE IN
          SPRING 2009
                                 2010

Defakto Fact Sheet                            6
MOBILE
                         1/3
                          OF U.S.
                                    20%
             62%
                        TEENS USE
                            THE      OF THE
                          MOBILE     MOBILE
       OF MILLENNIALS    WEB ON A     VIDEO
          CONNECT          DAILY    AUDIENCE
       WIRELESSLY TO       BASIS    ARE TEENS
        THE INTERNET
      WHEN AWAY FROM
       HOME OR WORK

Defakto Fact Sheet                              7
41%
PERCENTAGE OF MILLENNIALS WHO CONNECT
TO THE INTERNETWIRELESSLY WHEN AWAY
FROM HOME OR WORK

HISPANICS                  47%         OF MILLENNIALS HAVE A
                                             CELL PHONE BUT
                                                NO LANDLINE
     BLACKS                      66%

                                 64%
                                             83%
     WHITES




                     50%               of Millennials sleep
     of Boomers sleep                  with their cell phone
       with their cell                  on or right next to
     phone on or right                       their bed
     next to their bed

Defakto Fact Sheet                                             8
SOURCES
         Generation M^2: Media in the lives of 8- to 18-year-olds (PDF)

         Millennials: Hip and Poor

         Survey: 31% of U.S. teens want iPhones

         Nielsen: How Teens Use Media (PDF)

         Pew Research Center: The Millennials (PDF)




Defakto Fact Sheet                                                        9
ABOUT DEFAKTO
        Defakto is a full-service digital marketing agency based on
        the core principal that what we offer and produce should
        always be a reflection of What’s Best for Your Brand™.

        The Defakto difference is an understanding of the full social
        graph of your customer and the 360 degree view of brand
        touch points. The ultimate goal is beyond the sale. The
        ultimate goal is creating customers that create new
        customers.


        Defaktogroup.com            gilbert.salazar@defaktogroup.com
        Everywhereallthetime.com    ken.vernon@defaktogroup.com


Defakto Fact Sheet                                                      10

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Millennials, mobile and social statistics

  • 1. Millennials and Mobile by the Numbers Compiled April 2010 Defakto Fact Sheet 1
  • 2. Millennials* and Mobile by the Numbers EveryWhereAllTheTime.com Compiled May 2010 *The Pew Research Center defines Millennials as those Photo Credit: Steve Rhodes currently (in 2010) between the ages of 13 and 29. Defakto Fact Sheet 2
  • 3. 94% OF MILLENNIALS HAVE A CELL PHONE 31% 85% Of 8 to 10 year olds Of 15 to 18 year olds have a cell phone have a cell phone Defakto Fact Sheet 3
  • 4. AMOUNT OF TIME AMOUNT OF TIME 8 TO 18 YEAR OLDS SPEND TALKING ON THE PHONE 8 TO 18 YEAR OLDS DAILY: SPEND CONSUMING 43 Minutes MEDIA DAILY: 7 Hours, AMOUNT OF TIME 8 TO 18 YEAR OLDS SPEND TEXTING DAILY: 38 Minutes 1 Hour, 15 Minutes Defakto Fact Sheet 4
  • 5. MILLENNIALS SEND AN AVERAGE OF 20 TEXT MESSAGES TEXTING PER DAY GEN XERS SEND AN AVERAGE OF 12 TEXT MESSAGES PER DAY 80% of BOOMERS SEND AN AVERAGE OF 5 TEXT MESSAGES Millennials PER DAY have texted in the last 24 hours Defakto Fact Sheet 5
  • 6. 57% OF 18-34 YEAR OLDS SAY PRICE IS THE NUMBER ONE REASON THEY AREN’T BUYING AN IPAD 31% 16% OF U.S. TEENS OF U.S. TEENS WANTED AN WANTED AN IPHONE IN SPRING IPHONE IN SPRING 2009 2010 Defakto Fact Sheet 6
  • 7. MOBILE 1/3 OF U.S. 20% 62% TEENS USE THE OF THE MOBILE MOBILE OF MILLENNIALS WEB ON A VIDEO CONNECT DAILY AUDIENCE WIRELESSLY TO BASIS ARE TEENS THE INTERNET WHEN AWAY FROM HOME OR WORK Defakto Fact Sheet 7
  • 8. 41% PERCENTAGE OF MILLENNIALS WHO CONNECT TO THE INTERNETWIRELESSLY WHEN AWAY FROM HOME OR WORK HISPANICS 47% OF MILLENNIALS HAVE A CELL PHONE BUT NO LANDLINE BLACKS 66% 64% 83% WHITES 50% of Millennials sleep of Boomers sleep with their cell phone with their cell on or right next to phone on or right their bed next to their bed Defakto Fact Sheet 8
  • 9. SOURCES Generation M^2: Media in the lives of 8- to 18-year-olds (PDF) Millennials: Hip and Poor Survey: 31% of U.S. teens want iPhones Nielsen: How Teens Use Media (PDF) Pew Research Center: The Millennials (PDF) Defakto Fact Sheet 9
  • 10. ABOUT DEFAKTO Defakto is a full-service digital marketing agency based on the core principal that what we offer and produce should always be a reflection of What’s Best for Your Brand™. The Defakto difference is an understanding of the full social graph of your customer and the 360 degree view of brand touch points. The ultimate goal is beyond the sale. The ultimate goal is creating customers that create new customers. Defaktogroup.com gilbert.salazar@defaktogroup.com Everywhereallthetime.com ken.vernon@defaktogroup.com Defakto Fact Sheet 10