NuVoodoo’s January 2025 US Media Study Unveils a Nation of Multi-Generational Screen Addicts

TV’s, Smartphones or Computers? Knowing Precisely Where Different Audience Segments Spend Their Time Is Essential for Maximizing Marketing Success

In its January 2025 Consumer Media Study, NuVoodoo delved deep into the daily device habits of Americans, surveying over 2,900 randomly selected and compensated respondents aged 14 and older across the United States. The study population was carefully balanced to represent Gen Z, Millennials, Gen X, and Boomers+ (mostly Baby Boomers born 1964 or earlier, plus a fractional percentage of the Silent Generation), providing a comprehensive snapshot of how each generation interacts with technology.

The findings confirm a pervasive trend: Americans of all ages are deeply engrossed in their screens. From Gen Z’s smartphone fixation to Millennials’ multi-device mastery, Gen X’s balanced engagement across platforms, and Boomers+’s devotion to television, screen time has become a defining characteristic of modern life. Compulsive levels of daily use (2 hours or more) are reported by at least half of each demographic group.

However, the study also reveals significant generational and gender differences in heavy screen usage. These variations are critical for brands and advertisers, as understanding where target audiences are allocating their attention directly impacts marketing strategies and ad campaign effectiveness. Pinpointing which devices dominate each demographic’s day is crucial for selecting and investing in the most impactful platforms and advertising channels.

The Scroll Never Sleeps: Smartphone Fixation Across Generations

Gen X (60.4%) surprisingly leads in 2+ hour smartphone usage, slightly outpacing Millennials (58.4%) and Gen Z (58.2%). This challenges assumptions that younger generations are the most phone-dependent.

Boomers+ (44.1%) lag behind but still show strong smartphone engagement, with nearly half spending 2+ hours daily on their phones. 

The high 2-hour or longer daily engagement level among Gen Z, Millennials, and Gen X reinforces that smartphones are the most important digital device across working-age adults, making mobile-first advertising strategies critical for brands.

The Remote Never Rests – “Just One More Episode!” 

Boomers+ (75.9% at 2-hours + of daily use) is the most dedicated TV viewing generation, solidifying dominance in traditional and streaming television consumption.

Gen X (67.6%) has surprisingly high engagement in couch magnet viewing, reinforcing that TV still plays a major role in their media habits.

Millennials (53.8%) reflect the first noticeable drop in compulsive daily TV viewing, reflecting their shift toward mobile, gaming and other traditional TV alternatives.

Gen Z (45.6%) watches the least TV, highlighting that generation’s preference for mobile-first short-form and on-demand content.

CTRL + ALT + REPEAT: Are We All Just Desktop Junkies?

Boomers+ (62.8%) are the most engaged computer users, proving that desktop and laptop usage remains high among older generations.

Gen X (58.7%) follows closely behind, reinforcing their reliance on computers for both work and personal use.

Millennials (52.7%) still use computers heavily, but their engagement is lower than older generations, likely due to a stronger shift toward mobile.

Gen Z (47.9%) has the lowest 2+ hour computer usage, reflecting their preference for mobile and tablet-based digital consumption. Yet, nearly half this generation is at the keyboard compulsively, at 2 hours or more each day.

Gen Z (Born 1997–2012): The Smartphone Generation

For Gen Z, smartphones are the first screen  Advertising opportunities include mobile-first video ads, lower cost OTT video ads on portable devices, influencer marketing, and social video on platforms like YouTube, Instagram Reels, and TikTok. 

Millennials (1981–1996):The Multi-Screen Generation

Millennials are the true multi-screen generation, balancing mobile, TV, and computer usage more evenly than any other group. However, Millennials have clear divides in device usage—particularly for computer engagement. Millennials are best reached through a  multi-screen advertising strategy, including desktop-based video and display, connected TV and smartphone ads.

Gen X (1965–1980): The Cross-Platform Power Users

Gen X stands out as the most evenly distributed multi-device generation, maintaining high engagement across TV, smartphones, and computers. Unlike younger groups that lean heavily toward mobile-first consumption, Gen X still prioritizes TV the most but remains highly active on both smartphones and computers, making them a prime audience for cross-platform video advertising.  TV remains the dominant device for Gen X, with 75.6% watching 1+ hours daily and 67.6% watching 2+ hours daily—higher than both Millennials and Gen Z.  Smartphone usage is still substantial, with 68.0% using them for 1+ hours and 60.4% for 2+ hours daily, but it does not surpass TV as in younger generations. Computer engagement is strong, with 65.4% spending 1+ hours daily and 52.4% spending 2+ hours, making Gen X one of the heaviest computer-using generations.

Boomers+ (Pre-1965): The Counterculture Turned Couch Potatoes

Remember Boomers+ includes mostly the Baby Boomer generation (born 1946–1964) and a small percentage of respondents who are older.  

Once a generation that protested violent war images on the TV, Baby Boomers are now glued to it.  Those in our sample’s oldest generation have become the most devoted TV watchers of any age group. They’ve traded anti-establishment activism for appointment viewing—but it’s no longer just the Big Three networks. Today, Boomers+ are increasingly streaming live and on-demand programming or watching YouTube on their living room TVs. Beyond television, they remain heavily engaged with digital content on computers, with 75.8% spending at least 1+ hours daily on desktops and laptops.

Gender Benders – How Men and Women in Each Generation Skew the Totals

While generational differences in device usage are well-documented, gender-based skews reveal an additional layer of nuance in media consumption. Across smartphones, computers, and TV, men and women often exhibit distinct compulsive engagement, some expected and others surprising. This helps brands and media traders refine advertising strategies, content targeting, and platform prioritization based on gender-driven media behaviors.

Most Significant Gender-Based Device Skews

1️⃣ 📱 Smartphones: Compulsive Smartphone Use (2+ Hours Daily) – Gen Z vs. Boomers

• Gen Z men (47.9%) and Gen Z women (47.6%) significantly outpace both Boomer men (38.0%) and Boomer women (38.8%) in smartphone engagement. The skew is across generations.
• Takeaway: Gen Z is the most mobile-first generation, while Boomers are less reliant on smartphones but increasingly adopting mobile habits.

2️⃣ 💻 Computers: Heavy Computer Use (2+ Hours Daily) – Gender Skews

• Boomer men (64.3%) remain the most computer-engaged group, with Boomer women (62.8%) closely behind—reinforcing that older generations still rely heavily on desktops.
• Gen X men (58.7%) significantly outpace Gen X women (46.5%), showing a strong gender divide in desktop reliance.
• Millennial men (52.7%) use computers far more than Millennial women (43.8%), confirming that younger women are shifting toward mobile-first habits.
• Takeaway: Older men remain the strongest desktop users, while younger women favor mobile-first engagement.

3️⃣ 📺 TVs: Heavy TV Viewing (2+ Hours Daily) – Gender Skews

• Boomer women (75.9%) watch marginally more TV than Gen X women (67.6%), Gen X men watch fractionally more TV at compulsive levels than their gender counterparts.
• Takeaway: No matter how you slice the data, these demographics are the sweet spot for CTV and traditional television advertising.

Precision Targeting with NuVoodoo’s Marketing Experience, Proprietary Ad Tech & Research Expertise

Mastering the nuances of how different generations and genders engage with their screens is no longer optional—it’s essential for advertisers aiming to maximize ROI. Our study reveals that smartphones reign supreme for Gen Z and Millennials, underscoring the critical need for mobile-first advertising strategies to effectively reach these younger consumers. Computers, however, remain indispensable tools for Boomers+ and Gen X men, highlighting the continued importance of desktop-based digital video, work-related content, and professional platforms in marketing campaigns. Meanwhile, television maintains its powerhouse status among Boomers+ and older Gen X, emphasizing the value of Connected TV (CTV) and streaming advertising as pivotal marketing channels.

At NuVoodoo, we don’t just identify these critical trends—we help you leverage them. Our proprietary ad tech, deep research capabilities, and campaign management expertise enable us to go beyond surface-level insights. By fusing audience intelligence with real-time optimization, we empower brands to connect with the right demographics through the most effective channels, maximizing engagement and efficiency. Whether your target audience is on mobile, desktop, or CTV, NuVoodoo crafts data-driven strategies that deliver tangible results.

Brands seeking a reliable, results-oriented, and cost-effective strategic partner are encouraged to contact us at tellmemore@nuvoodoo.com to discover how we can elevate your marketing performance. Let’s connect! 🚀