Economy in the past has been driven by two factors: houses and cars. Those two things that millennialls (but neither people in their 30s) cannot afford and they cannot be bothered about anymore.

Do they prefer smartphone than cars? So think mobile-first to communicate with them.

With Offic.in/a, a digital think tank based in Rome, we just did a research about millennials and their smartphones. Our research is trying to define which story the millennials are trying to say, and how it plays in the storytelling world, but there are some data that we would like to share straight away.

What we discovered:

• 93% of those interviewed check their smartphone within 15 minutes from waking up.
• Main uses: 27% for surfing, 26% text based messagging and 19% for calling.
• A smartphone is a symbol of communication (55%) and of being social(19%).
• 68% personalised their smartphone and they keep their apps organised by folde
• 58% bought something directly from their mobile device.
• 73% downloaded branded apps. (“Branded” as released by a brand which a mobile app is not in its core business. I.e. the Zara mobile app).
• 55% downloaded an app from word of mouth from friends.
• 25% from store suggestions.
• 9% downloaded an app from advertising.
• 67% deleted an app if not used enough.
• 24% deleted an app if it does not meet their expectations.

Key Insights:

• Millennials live in their smartphone, using codes (moji, selfies, gif, etc…) and tools (whatsapp, snapchat, etc…) to communicate.
• Building an app is not enough. Advertising it with traditional methods even less.
• Mobile commerce is just starting.

The research

In the research we used this data to create a profile of the Millennials and how to adjust your storytelling for them.

You can download it from: offic.in/a/#me

We will discuss it soon in Medium.