Screen preferences across generations demonstrate how the involvement of a task and frequency of touch points influence the connected consumer journey. A study by Millward Brown Digital found when it comes to generational device usage the greatest discrepancy was seen in smartphones. Seventy-seven percent of Millennials said they used their smartphones in the past day, while only 60 percent and 42 percent of Gen X and Baby Boomers, respectively, claimed to have used their smartphones in the past day. The reverse was true for television; 91 percent of Baby Boomers, 86 percent of Gen X and only 77 percent of Millennials said they watched television in the past day.
Given a range of tasks and activities, Millennials embraced mobile indicating smartphones as their preferred screen 50 percent of the time and a PC the other 50 percent of the time, usually for more involved activities like research. Gen X prefers to use PCs 84 percent of the time with smartphones preferred only 16 percent of the time; Baby Boomers never prefer smartphones and opt to use PCs 100 percent of the time.