Breaking up by text and phones at the dinner table - how habits are shifting for a generation smitten with smartphones

New research from Fido finds that the younger generation rely on their phones for everything from friends and streaming to their sex life

TORONTO, Aug. 31, 2017 /CNW/ - Millennials are quickly surpassing the baby boomers as the largest generation (they are already the largest population in the workforce) and we know that smartphones and data are an important part of work and play in their day-to-day. In the age of mobile first, social norms are shifting to accommodate the ever-present cell phone and the importance that the younger generation put on it. New research from Fido finds that millennials are much more accepting of when, where and how they use their phones and it's becoming the new normal.

They rely on their phone to maintain their social and sex lives:

  • It's all about sexting and socializing. Millennials are five times more reliant on their phone to maintain their sex life and 73% said they are reliant on their phone for their social life in general (compared to 32% of the older generation)
  • They are twice as likely to say that most or all of their social interactions in an average day happen via their phone

They love to stream and they send four times as many instant messages in a day:

  • The big screen is no longer king - 40% of millennials stream video on their phone at least a few times a day and 35% said the same about streaming music, compared to just 7% of non-millennials
  • Millennials send almost 4 times as many instant messages compared to non-millennials in an average day.

From breaking up to being in bed with bae, the younger generation are much more liberal with when and how they use their phones:

  • 28% of millennials look at their phone before getting out of bed, talking to their significant other, brushing their teeth or eating vs. 11% non-millennials
  • Over a quarter (27%) of millennials think it's ok to be on their phone while in bed with their significant other compared to 11% non-millennials
  • Millennials are twice as likely to use their phone while on the toilet (69%), at the dinner table (42%) or in a meeting (23%) compared to the older generation
  • 80% of millennials think it's acceptable to ask someone out through instant message (compared to 62% non-millennials) and more than twice as many millennials as non-millennials think it's okay to break up with someone using the same method

Fido answered the call to help keep this generation connected when they launched a new feature in the Fido My Account app that gives Pulse plan customers access to an extra 5 free hours of data a month, on top of what's already included in their plans.

"Our customers rely on their smartphones and their data to stay connected to their world. One in four millennials would even rather lose their wallet than their phone," said Nancy Audette, Vice President, Fido Wireless. "That's why we introduced an extra five free hours of data a month with our Fido Pulse plans. Now our customers can stream, surf and share in the moments they need it most without having to worry about Wi-Fi."

The online survey was conducted among n=510 adult Canadians ages 18-65. The survey was administered by Rogers Consumer Insights and hosted by Maru/Matchbox, in both English and French between July 20th and 24th, 2017.

About Fido mobile:
Fido connects Canadians to the things they love through its amazingly fast LTE network, as well as services such as its Fido Pulse plans with Fido RoamTM and 5 free hours of data a month and Home Internet (Home Internet currently only available in parts of Ontario). Awesome partnerships serve up what Fido customers want including Spotify Premium and free 2017 access to VICELAND. Known for its dedicated customer service, Fido keeps things simple through affordable pricing packages and easy to install products. Check us out at www.fido.cafacebook.com/fidomobile/, and instagram.com/fidomobile/.

SOURCE Fido Solutions

For further information: media@rci.rogers.com, 647-747-5118

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