Recent figures from GlobalWebIndex show that not only do 16-24s say that mobiles are their most important devices but, since 2014 the smartphone has overtaken PC/laptops as the most commonly owned device among this age group.
Back in 2014, it was 87 per cent of 16-24s who had a laptop or PC, while 82 per cent had a smartphone. GWI’s data shows that in 2016, the figure for laptop/PC ownership has decreased by six points. In contrast, smartphone ownership has risen by 12 points during this period.
Laptops will remain important devices for these young consumers for some time to come, particularly for entertainment and commerce activities. But the data confirms the smartphone is now the primary device for young internet users, which highlights the importance of a mobile-first approach for marketers.