Study Shows Devices Consumers Use Most

NuVoodoo’s Consumer Digital Media Study has provided a comprehensive snapshot of generational device usage, social media trends, and emerging behaviors like digital detoxing.

The study was  conducted in January 2025 and surveyed over 2,900 randomly selected and compensated respondents aged 13 and older, balanced to represent Gen Z (755 respondents), Millennials (757), Gen X (662), and Boomers+ (734, primarily Baby Boomers born 1964 or earlier, plus a small percentage of the Silent Generation).

Key findings and insights from the study:

• Smartphones: Gen Z and Millennials show the highest smartphone engagement, with at least 50% of each group reporting compulsive daily use (2+ hours). This underscores the need for mobile-first advertising strategies to reach younger audiences.
• Computers: Boomers+ and Gen X men rely heavily on computers for work-related content and digital video, highlighting the importance of desktop-based marketing for these groups.
• Television: Boomers+ (75.9% with 2+ hours daily) and Gen X (67.6%) are the most dedicated TV viewers, reinforcing Connected TV (CTV) and streaming ads as key channels. Millennials (53.8%) show a noticeable shift toward mobile and gaming, while Gen Z (45.6%) watches the least TV, preferring short-form, on-demand content.
• Overall Trend: Americans across all ages are deeply engrossed in screens, with compulsive use reported by at least half of each demographic.
• Screen Fatigue: Millennials (50%) and Gen Z (48%) report feeling overwhelmed by excessive screen time, driving a behavioral shift toward digital detoxing. 43% of total respondents, particularly Millennials (49%) and Gen Z (44%), have intentionally reduced screen time in the past six months.
• Generational Paradox: While reducing screen time benefits mental health, 42% of Gen Z feel disconnected from friends and family when spending less time on social media, reflecting a tension between digital socialization and well-being.
• Boomers+: Only 31% actively reduce screen time, likely due to their passive habits (e.g., TV viewing) compared to the digital-first behaviors of younger generations.

Social Media Platform Dynamics

• TikTok’s Reach: Conducted just before the U.S. Supreme Court upheld a TikTok ban (with a potential delay by Donald Trump), the study highlights TikTok’s strong generational skew toward Gen Z and Millennials. The ban creates opportunities for platforms like Instagram, YouTube, and emerging apps to capture younger audiences.
• Text-Based Platforms: X/Twitter leads with 26% daily usage, followed by Threads (18%) and Bluesky (14%). However, the gap is narrow among Gen Z and Millennials (6–10 percentage points), indicating a competitive landscape where no platform dominates. Threads benefits from Instagram integration, while Bluesky appeals to privacy-conscious early adopters.
• Social Shopping: 80% of Gen Z and 70% of Millennials occasionally shop on social media, particularly TikTok, Instagram, and YouTube. YouTube’s clickable links and livestream shopping resonate with Millennials (54%) and Gen Z (36%), while Instagram remains strong for Millennials (45%). Facebook leads among Gen X (60%) and Boomers+ (54%), though nearly half of Gen X and over 70% of Boomers+ do not shop socially.