Global Millennials 2016: Gauging the Digital Behavior of Young Adults Around the World - eMarketer
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Global Millennials 2016: Gauging the Digital Behavior of Young Adults Around the World

eMarketer Report

By: eMarketer

Published: August 22, 2016

Jump to: Executive Summary | Table of Contents | List of Charts

Executive Summary

Increasingly, digital usage is a common denominator among young adults around the world, but behavior is far from uniform in all regions (or even within any given country). In matters ranging from smartphone ownership to social media usage to digital shopping, similarities jostle with differences.

  • Smartphone penetration varies greatly from place to place. It is nearly 100% among internet users in Nordic countries, but much lower in less wealthy countries, including China. Tablets have a millennial following in places as diverse as the UK, Thailand and Brazil.
  • Digital video has a large millennial constituency in many countries, especially in Asia. Penetration is near 90% among younger millennials in Japan, China and South Korea. YouTube is a millennial favorite, scoring well in countries from Indonesia to Germany to the US.
  • While generally high, the degree of social media usage among millennials varies. The Nordics are again on the high end, as is Canada. Penetration is often higher for younger than for older millennials. Among social networks and messaging apps, nothing approaches Facebook in global reach among millennials, but it is eclipsed in some places by WhatsApp and by local favorites.
  • Ad blockers have caught on with millennials. This reflects a broader lack of enthusiasm for advertising—as in France, where many say most of their clicking on mobile ads is accidental. Still, some millennials concede ads influence their purchasing.
  • Millennials have taken to digital purchasing, and mobile devices play a role in countries stretching from Belgium to Japan.

"Social media usage is the norm for millennials in multiple countries, but it is on the high end in Western Europe."

Table of Contents

Looking Beyond the ‘Smartphonians’

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Millennials and Mobile

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Millennials and Social Networking

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Interacting (or Not) with Brands

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A Complete Set of Charts

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82 charts are included in the full report:

Global Millennials 2016: Gauging the Digital Behavior of Young Adults Around the World

Social Network User Penetration in France, Germany and the UK*, by Age, 2016 (% of internet users in each group)

Millennials and Mobile

Smartphone Owner Penetration in Select Nordic Countries, by Age, Jan 2016 (% of internet users in each group)

Smartphone User Penetration in China, by Age, 2014-2020 (% of mobile phone users)

Smartphone User Penetration in Mexico, by Age, 2014-2020 (% of mobile phone users)

Q: Wedded to their smartphones, do millennials have much interest in tablets?

Mobile Phone Owners in Germany Who Use a Tablet, by Age, Feb 2016 (% of respondents in each group)

Devices Used by Smartphone Users in Japan to Watch Digital Video, by Age, Nov 2015 (% of respondents in each group)

Q: Has viewing of digital video become a standard pastime for millennials in multiple regions?

Locations Where Post-95* Digital Video Viewers in China Watch Digital Video, Jan 2016 (% of respondents)

Video-on-Demand (VOD) Viewers in Ireland, by Age, March 2015 & March 2016 (% of respondents in each group)

Share of Weekly Time Spent Watching TV Among Internet Users in Canada, by Method and Age, March 2016 (% of total)

Q: YouTube is a major destination for US millennials. Is the same true elsewhere?

Reach of Leading Android Smartphone Apps in Indonesia, by Age, Jan 2016 (% reach)

Frequency with Which Internet Users in Sweden Use YouTube, by Demographic, March 2016 (% of respondents)

Internet Users in Egypt, Saudi Arabia and the United Arab Emirates Who Use YouTube, by Demographic, Feb 2016 (% of respondents in each group)

Types of Content Watched on YouTube According to UK YouTube Users, by Demographic, Oct 2015 (% of respondents in each group)

Millennials and Social Networking

Internet Users* in South Korea Who Use Social Networks, by Age, Dec 2015 (% of respondents in each group)

Daily Social Media User Penetration in Select Nordic Countries, by Age, Jan 2016 (% of internet users in each group)

Social Network User Penetration in France, Germany and the UK*, by Age, 2016 (% of internet users in each group)

Teen/Young Adult* vs. Total Consumers in Europe Who Post Content on Social Media, by Country, Oct 2015 (% of respondents in each group)

Social Network User Penetration in Canada, by Age, 2014-2020 (% of internet users in each group)

Q: With Facebook’s user base exceeding 1 billion, is usage standard practice for millennials everywhere?

Social Media Usage Among Mobile Internet Users Ages 16-35 in Indonesia, by Age and Site/App, Jan 2016 (% of respondents in each group)

UK Facebook User Penetration, by Age, 2015-2020 (% of internet users in each group)

Demographic Profile of Social Media Users in Peru, by Site/App, Oct 2015 (% of internet users in each group)

Q: How about Instagram?

Social Media Sites/Apps Used Daily by US Teen vs. Millennial Internet Users, April 2016 (% of respondents in each group)

Instagram, Pinterest and Snapchat User Penetration in the Netherlands, by Age, 2015 & 2016 (% of respondents in each group)

Favorite Social Media Site/App Among Young Adult Social Media Users in Spain, Oct 2015 (% of respondents)

Q: How do some other prominent social networks and apps fare with millennials in various places?

Social Media Sites/Apps Used by Consumers in Germany, by Age, Nov 2015 (% of respondents in each group)

Most Frequently Used Mobile Apps Among Mobile Internet Users in Argentina, by Age, April 2016 (% of respondents in each group)

Messaging Apps that Smartphone Users in Vietnam Have Installed on Their Smartphone, by Age, June 2016 (% of respondents in each group)

Internet Users in Japan Who Use Select Social Media Platforms, by Demographic, Feb 2016 (% of respondents in each group)

WeChat User Penetration Among Internet Users in China, by Age, Q3 2015 (% of respondents in each group)

Interacting (or Not) with Brands

Internet Users in Select Countries Who Use Ad Blockers, by Age, Feb 2016 (% of respondents in each group)

Desktop Ad Blocking Rates in Canada, by Demographic, June 2015-Jan 2016 (% of total visitors in each group)

Internet Users in Select Nordic Countries Who Use an Ad Blocker, by Demographic, Feb 2016 (% of respondents in each group)

UK Millennial Ad Blocking Users, by Age and Device, Jan 2016 (% of respondents in each group)

Q: The ad blocking numbers suggest millennials globally take a dim view of advertising. True?

Frequency with Which Mobile Internet Users in Brazil Pay Attention to Mobile Ads, by Age, Nov 2015 (% of respondents)

Smartphone Internet Users in France Who Primarily Click on Mobile Ads Intentionally* vs. Accidentally**, by Age, Feb 2016 (% of respondents)

Types of Ads that US Smartphone Users Find Most Annoying/Intrusive, April 2016 (% of respondents in each group)

Types of Ads that Internet Users in China Find Acceptable When Consuming Digital Content, by Age, Nov 2015 (% of respondents in each group)

Actions Taken After Viewing a Digital Ad According to Internet Users in Spain, by Age, March 2016 (% of respondents in each group)

Q: Have millennials around the world become digital shoppers and digital buyers?

Demographic Profile of Digital Buyers in Italy, 2015 (% of respondents in each group)

Internet Users* in South Korea Who Make Digital Purchases, by Age, Dec 2015 (% of respondents in each group)

Demographic Profile of Mcommerce Buyers in Belgium, April 2016 (% of digital buyers in each group)

Devices Used to Make Digital Purchases According to Digital Buyers in Denmark, by Demographic, Oct 2015 (% of respondents in each group)

A Complete Set of Charts

Devices Owned by Internet Users in Australia, by Age, Jan 2016 (% of respondents in each group)

Smartphone User Penetration in China, by Age, 2014-2020 (% of mobile phone users)

Locations Where Post-95* Digital Video Viewers in China Watch Digital Video, Jan 2016 (% of respondents)

WeChat User Penetration Among Internet Users in China, by Age, Q3 2015 (% of respondents in each group)

Types of Ads that Internet Users in China Find Acceptable When Consuming Digital Content, by Age, Nov 2015 (% of respondents in each group)

Reach of Leading Android Smartphone Apps in Indonesia, by Age, Jan 2016 (% reach)

Social Media Usage Among Mobile Internet Users Ages 16-35 in Indonesia, by Age and Site/App, Jan 2016 (% of respondents in each group)

Devices Used by Smartphone Users in Japan to Watch Digital Video, by Age, Nov 2015 (% of respondents in each group)

Internet Users in Japan Who Use Select Social Media Platforms, by Demographic, Feb 2016 (% of respondents in each group)

Internet Users* in South Korea Who Use Social Networks, by Age, Dec 2015 (% of respondents in each group)

Internet Users* in South Korea Who Make Digital Purchases, by Age, Dec 2015 (% of respondents in each group)

Messaging Apps that Smartphone Users in Vietnam Have Installed on Their Smartphone, by Age, June 2016 (% of respondents in each group)

EUROPE

Demographic Profile of Mcommerce Buyers in Belgium, April 2016 (% of digital buyers in each group)

Devices Used to Make Digital Purchases According to Digital Buyers in Denmark, by Demographic, Oct 2015 (% of respondents in each group)

Smartphone Internet Users in France Who Primarily Click on Mobile Ads Intentionally* vs. Accidentally**, by Age, Feb 2016 (% of respondents)

Mobile Phone Owners in Germany Who Use a Tablet, by Age, Feb 2016 (% of respondents in each group)

Social Media Sites/Apps Used by Consumers in Germany, by Age, Nov 2015 (% of respondents in each group)

Video-on-Demand (VOD) Viewers in Ireland, by Age, March 2015 & March 2016 (% of respondents in each group)

Demographic Profile of Digital Buyers in Italy, 2015 (% of respondents in each group)

Instagram, Pinterest and Snapchat User Penetration in the Netherlands, by Age, 2015 & 2016 (% of respondents in each group)

Favorite Social Media Site/App Among Young Adult Social Media Users in Spain, Oct 2015 (% of respondents)

Actions Taken After Viewing a Digital Ad According to Internet Users in Spain, by Age, March 2016 (% of respondents in each group)

Frequency with Which Internet Users in Sweden Use YouTube, by Demographic, March 2016 (% of respondents)

Types of Content Watched on YouTube According to UK YouTube Users, by Demographic, Oct 2015 (% of respondents in each group)

UK Facebook User Penetration, by Age, 2014-2020 (% of internet users in each group)

UK Millennial Ad Blocking Users, by Age and Device, Jan 2016 (% of respondents in each group)

Social Network User Penetration in France, Germany and the UK*, by Age, 2016 (% of internet users in each group)

Smartphone Owner Penetration in Select Nordic Countries, by Age, Jan 2016 (% of internet users in each group)

Daily Social Media User Penetration in Select Nordic Countries, by Age, Jan 2016 (% of internet users in each group)

Teen/Young Adult* vs. Total Consumers in Europe Who Post Content on Social Media, by Country, Oct 2015 (% of respondents in each group)

MIDDLE EAST

Internet Users in Egypt, Saudi Arabia and the United Arab Emirates Who Use YouTube, by Demographic, Feb 2016 (% of respondents in each group)

THE AMERICAS

Most Frequently Used Mobile Apps Among Mobile Internet Users in Argentina, by Age, April 2016 (% of respondents in each group)

Frequency with Which Mobile Internet Users in Brazil Pay Attention to Mobile Ads, by Age, Nov 2015 (% of respondents)

Share of Weekly Time Spent Watching TV Among Internet Users in Canada, by Method and Age, March 2016 (% of total)

Social Network User Penetration in Canada, by Age, 2014-2020 (% of internet users in each group)

Smartphone User Penetration in Mexico, by Age, 2014-2020 (% of mobile phone users)

Demographic Profile of Social Media Users in Peru, by Site/App, Oct 2015 (% of internet users in each group)

Social Media Sites/Apps Used Daily by US Teen vs. Millennial Internet Users, April 2016 (% of respondents in each group)

Types of Ads that US Smartphone Users Find Most Annoying/Intrusive, April 2016 (% of respondents in each group)

MULTIREGION

Internet Users in Select Countries Who Use Ad Blockers, by Age, Feb 2016 (% of respondents in each group)