Modern Women Are Taking Back Hours
No one likes a time-suck. With multitasking apps and online calendars, modern women are taking back more hours in the day to do what they love.
Hooked On Connectivity
Their phones have become platforms of secret-weapon apps, from tutorials to maps to communication tools, all accessible with the tap of a finger.
Discover Her Top Ranked
Websites & Apps Below
| 18-24 | 25-34 | 35-54 |
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| Social | Social | Social |
| 18-24 | 25-34 | 35-54 |
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| Tutorial | Maps | Maps |
| 18-24 | 25-34 | 35-54 |
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| Maps | Tutorial | Tutorial |
| 18-24 | 25-34 | 35-54 |
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| Calendar | Payments | Payments |
| 18-24 | 25-34 | 35-54 |
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| Messaging | Calendar | Calendar |
Never Idle
Millennial women value their leisure time, and they are using the mobile tools at their disposal to put it to good use — pouring themselves into their hobbies and investing in their well-being.
of millennial women say technology helps them free up time to do more of the things they love.
Access to Passions She Has Yet to Develop
Technology not only gives the millennial woman time to enjoy her established interests, it also allows her immediate access to passions she has yet to develop.
Inspired to Act
The best way to learn something is by seeing it done by a master. Video, more than any other format, allows her to marry the resourcefulness with clear directives and inspiration of sight, sound, and motion.
Explore her most engaging
online video interests
Self-Starters
True millennial women (ages 18 to 34) aren't afraid of a little competition. In fact, they thrive on being the first of their friends to know what's trending.
of millennial women say that technology helps them learn new things.
Life, Shared in Real Time
Millennial women are deft reporters of their own lives, sharing edited snippets — through text, photographs, and video — with their friends and family as they unfold in real time.
Connecting to
Micro-communities
Empowered by the latest technology, her social network is full of well-maintained, existing circles and new ones discovered along the way.
Sneakerheads
Yoga
Running
of millennial women say "Technology has given me a forum to showcase things I have made"
The Golden Age of Spending
Millennial women live in the golden age of spending. If something piques their interest, they do recon on materials, sourcing, promotions, customer reviews — all before pulling out their credit cards.
Mobilized Spending
Millennials know that retail therapy is an anytime, everywhere affair. They see mobile shopping as the preferred option over desktop or brick and mortar.
I prefer to shop via my mobile phone.
I use a lot of apps while shopping.
I often purchase items that I see brands promoting on social media.
It's just so easy to buy stuff from an app. Even when my computer is in front of me, I'll probably use my phone because it's quicker to navigate.
Michelle, 22, Chicago
It's cool to have things that are my own. I found a pair of diamond prism sunglasses that I've never seen before, ever, that some girls sells off her Tumblr.
Liz, 23, Chicago
With shopping online, you can have your glass of wine, be in your bedroom, and can click around. It makes it more convenient than going into the store.
Erica, 31, Atlanta
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insights@refinery29.comMethodology
- Qualitative research conducted in February 2015
- Nine in-home immersion sessions across Los Angeles, Chicago, and Atlanta
- Quantitative research conducted in February 2015
- 15-minute online survey with 750 women 18-54, and 250 men 18-34
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