Report: Millennials focus on mobile apps’ utility, despite the price

More than half of consumers’ digital media time is spent on mobile devices. Where is younger users’ attention? The answers might surprise you.

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U.S. consumers spend 57 percent of their time on digital media through mobile apps on their smartphones and tablets. ComScore’s 2017 U.S. Mobile App Report revealed how that time was divided.

In terms of social media, Facebook came out as the overall winner. The platform captured 81 percent of consumer’s mobile app use. YouTube followed with 71 percent, then Facebook Messenger (68 percent), Instagram (50 percent) and Snapchat (50 percent).

However, Facebook doesn’t have as much of a stronghold on millennials as it does with older smartphone and tablet users. ComScore reported that it’s the No. 1 app overall, but Facebook ranks No. 3 among consumers ages 18 to 34.

Instead, millennial consumers are focusing on utility rather than entertainment.

Andrew Lipsman, senior vice president of marketing and insights for comScore, wrote in a blog post:

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