Habits of use and consumption of the millennial through their mobile phones

Abstract

The use of mobiles telephone has experienced exponential growth in recent years around the world. This has had consequences that affect consumer habits, entertainment, as well as the exchange of content thus forcing marketing experts and advertising agencies to focus on a consumer that has become the key generation in underpinning new forms of consumption in the 21st century. This consumer group is the so-called generation Y, also known as millennials.
Although there is some discrepancy in the actual age of this group, the demographers who coined the term,  William Straus and Neil Howe, define it as those born between 1982 and 2004 (1991). It is a generation that has emerged in times of full economic prosperity but which comes of age facing a bitter economic recession.Although this fact leads this age group to be better prepared than their predecessors, they have lower job expectations and suffer the throes of a high rate of unemployment.
We take this age group as a sample in our research due to them being digital natives. We analyse the forms and motivation behind their use of mobile phones, their consumption habits together with the observation of the usage characteristics which define this age group and in turn can be affected by parameters such as gender, education or age.