Source: Nielsen / xAd / Telmetrics
Notes: Forget Millennials (18-34). It’s Gen Xers (35-54) who account for the most time spent on mobile devices across 4 key categories, according to data analyzing the activities of mobile owners who have used their device to make a purchase decision in the categories. Gen Xers edged Millennials in share of time spent in the entertainment category (42% and 40%, respectively), with the gap widening in the restaurant (45% vs. 37%), auto (50% vs. 39%) and telecom (53% vs. 30%) categories. Separately, the study shows that men account for a majority of mobile time with the entertainment (52%), telecom (55%) and auto (61%) categories, while women account for 70% of time spent in the restaurant category.
Related: [Debrief] US Media Audience Demographics
About the Data: The study contains online survey data from over 2,000 US Tablet and Smartphone users, as well as actual observed behaviors from Nielsen’s Smartphone Analytics Panel of 6,000 iOS and Android users ”“ each group reporting that they had used their device to make a purchase decision in at least one of four key industries in the past 30 days.