Millennial Digital Trends and Statistics

The millennial generation was the first to engage with advancing online technology like smartphones and social media from a young age. But how do they use digital platforms as adults, and do their habits vary from the generations before and after them?

Understanding millennial digital behaviour is crucial for brands and marketers looking to connect with people in this age group. With 1.8 billion millennials worldwide representing 23% of the global population, they remain one of the most digitally engaged generations, spending over two hours daily on social media platforms.

In this article, we’ll explore millennials’ digital habits, including the platforms they use most, content consumption patterns, and how their online behaviour compares to other generations. Despite being in their late twenties to mid-forties, millennials continue to shape digital trends and command significant purchasing power.

Key statistics

Nearly 100% of millennials use the internet, 90% of millennials own smartphones, and 19% are smartphone-only internet users.
86% of millennials use social media, and they manage an average of 8.4 accounts each.
Millennials spend an average of 2 hours and 25 minutes per day on social media.
78% of millennials prioritise online reviews over anything else when making a purchase.
The most common reasons millennials use social media are to stay updated on news and current events, and to find entertaining and funny content (both 36%).
Millennials have an average of 5.5 subscriptions, including TV, music, and retail, and 35% of them spend more than $100 per month on subscription services.
In the U.S., millennials make up 40% of online dating service users, and 92% of millennial daters admit to swiping dating apps at work.

Who are millennials?

Millennials are the generation of people born between 1981 and 1996; as of 2025, millennials are aged between 29 and 44 years old.

Also known as Generation Y, millennials are often described as the first digital-native generation, growing up with the rise of technology like the internet, smartphones, and social media. As a result, most millennials are tech-savvy and have been able to adapt to new digital platforms throughout their lives.

There are approximately 1.8 billion millennials in the world, accounting for about 23% of the global population, with roughly 148 million in Europe and 76 million in North America.

How millennials use the internet

Nearly 100% of millennials say they use the internet, and 19% are smartphone-only internet users. Millennials spend 253 minutes (over 4 hours) accessing apps or the internet via a smartphone per day. 90% of millennials own smartphones, and 86% of them use social media.

Millennials use the internet via 2.8 different devices on average, spending almost four hours per day on PCs, laptops or tablets.

The majority (86%) of millennials are active on social media, managing 8.4 accounts each on average.

Among millennials, the most popular social media channel is Facebook, with 85% of millennial social media users saying they use Facebook, followed by YouTube (80%) and Instagram (74%). Just under three-quarters (72%) of millennials said their social media usage had increased in the past year.

The most common reasons that millennials use social media are to stay up-to-date with news and current events, and to find funny and entertaining content (both 36%).

Millennials are more likely to follow certain types of categories on social media than the average internet user. The data below shows how much more likely male and female millennials are to follow specific social media categories.

Male millennials:

Gaming bloggers (+44%)
Sports stars (+41%)
Entrepreneurs (+23%)
Politicians (+21%)
Comedians (+18%)

Female millennials:

Beauty bloggers (+80%)
Chefs and food bloggers (+38%)
Trainers and fitness bloggers (+29%)
TV presenters (+24%)
Other bloggers (+22%)

Data shows that, on average, millennials spend two hours and 25 minutes on social media per day. This is less than Gen Zers, who spend three hours per day on social media, but more than baby boomers, who spend one hour per day using social media.

Millennials and subscription services

Many of us have multiple subscription services that we use to watch TV, listen to music and purchase products, but how do millennials use these services?

One study from the U.S. found that millennials have an average of 5.5 subscriptions, including TV and film, retail, and music services. Over three-quarters (76%) of millennials subscribe to TV and film services like Netflix or Disney+, making this the most popular type, followed by retail and music services (both 60%).

The data shows that 35% of millennials spend over $100 per month on subscriptions, the highest percentage compared to other generations. Gen Xers are second with 21% spending more than $100 per month, followed by Gen Zers (20%) and baby boomers (19%).

Almost half of millennials (45%) say they don’t know exactly how much they spend on subscriptions, while 52% find it hard to keep track of which ones they’re signed up for. More than half (56%) find it annoying that they can’t manage all of their subscriptions in one place.

Streaming services

The majority of millennials (81%) watch TV via streaming services, and 68% use at least one streaming service with ads. Of those who use TV streaming services, 84% are subscribed to Netflix, the largest streaming platform globally.

Retail and e-commerce subscriptions

When it comes to shopping subscriptions, 39% of millennials rely mainly on retail subscriptions for everyday shopping needs, compared to 24% of Gen Zers and 17% of baby boomers.

Online shopping among millennials

Online shopping has grown in popularity in recent decades, with many of us buying clothes, electronics, and home furnishings online instead of visiting local shops. The majority (80%) of millennials say they do most of their shopping online, and more than half (56%) prefer making purchases on a mobile device.

What influences millennials’ purchasing habits?

When it comes to the brands that millennials buy from online, some things influence their purchases more than others. Three-quarters (74%) of millennials would prefer to shop from a brand with strong environmental or sustainability standards. This is followed by 68% who are likely to be loyal to brands with transparent pricing and high ethical standards.

Research and online reviews

Reviews from other consumers are a key factor in how millennials make purchasing decisions. More than three-quarters (78%) of millennials say they prioritise online reviews over anything else when making purchases. People in this age group are also 50% better than baby boomers at identifying fake reviews written by AI.Millennials also value the way companies deal with reviews, with 73% saying it’s important to see businesses addressing negative reviews quickly.

Around three in ten millennials (28%) use social media to research or find products to buy. However, search engines are the biggest channel for brand discovery and product research, with 33% of millennials using search engines to find new brands, and 51% using them to research products and services.

Millennials use Amazon frequently

One study found that 79% of millennials had made a purchase from Amazon within the past month. Among online shippers aged between 22 and 37, 66% said they use Amazon for at least half of their online purchases.

Millennials and AI usage

The use of artificial intelligence (AI) has become widespread in recent years, with many of us adopting it in our personal and professional lives. One report suggests that over half (56%) of millennials use generative AI tools regularly for work, and 90% of people in this age group are comfortable with AI at work.

A different study found that 43% of millennials use AI weekly, and 58% say it will change their daily lives.

Generation	How Often They Use AI	How They Feel About It
Baby Boomers	About 1 in 5 Boomers use AI at least once a week	Many are skeptical (49%) or distrustful (45%), but 32% feel hopeful
Gen X	Around 1 in 3 are regular users	55% think AI will improve their lives
Millennials	43% use AI weekly	58% say AI will change their daily lives
Gen Z	A whopping 70% are already using generative AI like ChatGPT	52% trust AI to help them make decisions

What do millennials use AI tools for?

Half of millennials (50%) mainly use AI for professional tasks (slightly lower than Gen Xers at 53%), and around a quarter (23%) use AI for emotional or mental health support.

Of those who use AI tools for work, millennials use them daily for tasks like work automation, productivity and financial decision making. Workers in this age group use tools like Notion AI, Jasper and Microsoft in tech, marketing and education roles for managing projects, reporting data and drafting content.

Millennials and online dating

The latest data from the UK shows there are approximately 11.1 million dating app users, and this is estimated to reach 12 million by 2028. Users aged between 25 and 34 make up the largest share of online dating users at 31.4% of the online dating pool.

In the U.S., millennials account for 40% of online dating service users, ten times the amount of baby boomers who use these platforms (4%).

Just under half (49%) of millennials who use dating apps say they are seeking a serious relationship. Gen Z dating app users are the most likely to be looking for this type of commitment (52%).

In one study, 92% of millennial daters admitted to swiping through dating apps while at work, with 57% saying they swipe during lunch breaks, and 5% even using these apps during Zoom meetings.

Summary

Millennials continue to be at the forefront of digital adoption, seamlessly integrating technology into nearly every aspect of their lives. From spending over two hours a day on social media to managing an average of 8.4 social accounts, this generation has truly embraced the digital world they helped shape.

What sets millennials apart is not just their prolific use of technology, but how they use it. Consumers in this age group prioritise authenticity, sustainability, and transparency in their online interactions. With 78% relying heavily on online reviews and 74% preferring brands with strong environmental standards, millennials expect more from the companies they engage with online.