As consumer preferences and habits for smartphone usage continue to shift, Millennials are driving the increased usage of video calling as a preferred application among smartphone users. In fact, according to The NPD Group’s Connected Intelligence Application and Convergence Report, more than half (52%) of smartphone users age 18–34 say they now use their smartphones to conduct video calls, representing an increase of 10 points year-over-year.

In addition to video calling, smartphone users in the 18–34 age range also cited using their device for music and shopping as well as posting and viewing videos. In fact, many of these behaviors increased in prevalence among this user segment during the prior year, too.

“Video calling, posting and watching video are more common among Millennial smartphone users than among any other age group,” noted John Buffone, Executive Director, Industry Analyst, Connected Intelligence. “And as smartphones increase in size, Millennials are leading increases in activity, thus also leading the migration towards larger data plans.”

Meanwhile, Millennials are using computers less often, and their behavior shifts are impacting more than just entertainment. Fewer Millennials reported using their computer for web browsing, email, shopping, Facebook, music, posting pictures or videos, navigation and Twitter.

Smartphone marketers can use TV ads — either online or over-​the-​air — to connect with the 65% of millennials who say these type of ads influenced purchases in the past 12 months, as indicated by AudienceSCAN data. Marketers can also reach these consumers by running ads on social media. At least 58% of these consumers have made a purchase in the past 12 months because of a social media ad according to AudienceSCAN, and it's a safe bet that some of the ads were in the video format.

The NPD Group’s Connected Intelligence Application and Convergence Report analyzes consumers’ use of the connected TV, tablet, and smartphone; examining which content resonates on which device and how these devices are drawing consumers away from their computers. The report covers use of devices that deliver content over the Internet via fixed or cellular networks, tracking usage of services such as Netflix, Facebook, and Pandora across connected TVs, video game consoles, Blu-​ray Disc players, streaming media players, tablets, smartphones and computers.

AudienceSCAN data is available as part of a subscription to AdMall for Agencies, or with the SalesFuel API. Media companies can access AudienceSCAN data through the AudienceSCAN Reports in AdMall.