Millennials Spend 14.5 Hours Per Week on Smartphones

Youth-obsessed marketers are anxious to figure out the best way to reach the so-called “Millennial Generation.” A new report validates the popular notion that the smartphone is the best vehicle.

Millennials, people ages 18 to 34, are the most connected generation, according to a new study from Experian Marketing Services. The study, based on a survey of almost 24,000 US adults, found that 77% of adult millennials own a smartphone and the average owner spends 14.5 hours a week using his or her smartphone texting, talking and on social media.

Marketers are already beginning to respond to the shift by increasing their spending on mobile advertising. Research firm eMarketer estimates that advertisers are expected to shell out about $17. 7 billion on mobile ads in the US in 2014; almost double from what they spent the previous year.