My millennial lifestyle

As a millennial, I’m often referred to as a ‘digital native’. With my behaviours listed in this article it’s clear to see why. Digital is now an integral part of my daily routine, and companies need to recognise this emerging trend and act accordingly.

Millennials, or ‘generation Y’, are people born between 1980 and 1999. They’re sandwiched between Baby Boomers and the iGeneration. The millennial lifestyle and digital transformation are hot topics in 2016. There’s lots of stats out there, so in this article I’m taking a self-reflective view of my lifestyle, and how it compares to the ‘average millennial’.

First off, a brief history of me. I was born in 1989 and grew up with a passion for technology. I studied computer science at university but soon fell in love with digital marketing. I spend at least 9 hours a day in an office. I live alone in the suburb of a large city. I own an iPhone (53 apps), iPad (61 apps), Apple watch (23 apps), Macbook, Smart TV, Desktop PC, company laptop and company phone. So if anything, I’d expect to be slightly more pro-tech than the average millennial.

My morning rituals

From 6am until 8am I’m focused on catching up on the latest news and preparing for the day ahead.

Millennials love social media

Checking notifications

As soon as I’m woken up by the 6am alarm on my Apple watch it’s a quick glance at my iPhone. Facebook, WhatsApp, Instagram, email and calendar apps top the list.

Replying to comments

After thinking of how to reply in the shower, I grab my iPad and reply to any comments, mentions or emails that I’ve seen on my phone. Here I begin planning my day.

Targeted breakfast news

Whilst eating breakfast I’ll stick on BBC news on the TV and read Facebook news on my iPad. I find the news from Facebook is much more targeted and relevant to me.

The morning commute

The drive to work features either an Audiobook or Spotify via bluetooth from my iPhone. The radio is too varied and the adverts on most channels are really annoying!

Convenient technology

When I arrive at work my iPhone uses ITTT to complete a number of actions, including recording my time of arrival. It’s great and doesn’t require me to actually do anything!

Preparing for the day

Once I’m in the office it’s mainly the work laptop, pulling reports for early meetings and replying to the more involved emails I’ve not had chance to reply to already.

How my morning rituals compare to average millennials

  • 90% of millennials grab their phones before getting out of bed.
  • 74% frustrated with irrelevant ads, and 40% use ad-blocking software.
  • Convenience is one of the top-rated reasons for millennials behaviour.

A day in the office

Working in digital means from 8am until 5pm in the office I’m very technology-focused.

Millennials love multiple screens

Collaborative working

Using Google drive means I can work on presentations, documents and sheets collaboratively in real-time with colleagues – This is something everyone should use!

Keeping connected

Throughout the day I’ll keep a close eye on my phone, especially WhatsApp and Facebook which both run on my laptop and iPhone for seamless experiences across devices!

Product research

If I need anything, from a lightbulb to a new jacket, I’ll check the options at work. Bigger ticket items take more research. Customer reviews and the price are most important.

Item deliveries

I order a lot of stuff, mainly from Amazon (around 2 items per week) but further afield, too. It’s always delivered to work & I’ll always pay for next-day. It’s just convenient.

Physical stores

On the rare occassion I’ll go into a store at lunch and physically check out an item if I’m not sure of a fit or feature. If convenient I’ll purchase from the store there and then.

Commute phonecalls

Almost exclusively when commuting home I’ll make phonecalls, for example to book a restaurant. However I’d much prefer to book online! Parents get an occassional call, too.

How my day compares to the average millennial

  • 93% of millennials read customer reviews before making a purchase.
  • 79% expect seamless experiences across devices and physical stores.
  • Millennials spend on average 9 hours per day in front of a screen.

Evening routines

When I get home from work it’s time to relax, research and consume even more content!

Millennials love contactless payment

Desktop overtime

When I get home I’ll generally jump on either the desktop or Macbook for an hour to finish off any work from the day. I’ll generally stick on Netflix, too.

Daily shopping

I grab dinner daily, so it’s a quick trip to M&S to grab some food. Paying contactlessly is essential – I hardly ever take my wallet with me and pay on my Apple watch or iPhone.

Click and collect

Occasionally I’ll order a takeaway from my iPhone before leaving work and collecting in-store. I’d only do this with food or an item that’s not available via next-day delivery.

Non-live TV

Many evenings are spent watching YouTube or Video-On-Demand (VOD) through my Smart TV whilst browsing via my Macbook/iPad and communicating via my iPhone.

Occasional live TV

On very rare occasions I’ll watch ‘Live TV’. This is almost exclusively when there’s a show on which I know everyone will be talking about the next day in the office.

Bedtime viewing

When I get into bed, I’ll spend some time on my iPhone. Facebook, WhatsApp and (mainly) YouTube. Then it’s off to bed, to give my eyes a rest from screens until the morning!

How my evening routine compares to a millennial’s

  • 92% turn to a second screen whilst consuming media content.
  • 64% prefer to watch content via YouTube or VOD.
  • 60% use mobile payments compared to just 40% of Gen X.

So, it appears I’ll pretty aligned to millennials, albeit an earlier adopter of some technology. Millennials are often referred to as ‘digital natives’, and with behaviours listed about it’s clear to see why. Digital is now an integral way of life for millennials, and companies need to recognise this emerging trend and act accordingly.

Are you a millennial? Do you have similar (or different) daily behaviours? Let me know in the comments below!

John Alexander Rowley

An enthusiastic digital marketing professional passionately dedicated to increasing the online presence of businesses and individuals in order to improve engagement and ROI.

Why I love digital marketing

Six myths of data analysis

With an increasing awareness around the way companies manage online information it’s important to know the myths which surround the subject of data analysis and the truths which can help propel data-driven ideas forwards.

Read the full article

Measuring customer journey success

When marketers discuss the customer journey they often refer to a ‘marketing funnel’. Measuring marketing funnel performance will help identify good and bad aspects of the customer journey.

Read the full article

Digital marketing KPIs for every online report

There’s thousands of KPIs that any digital marketing specialist can choose from when reporting the monthly, quarterly or annual performance – And that can create some very different reports.

Read the full article