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January 17 2014 , Written by Ola Fagbohun Published on #ReadingNow

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Mobile Social Affects UK Millennials' Path to Purchase

Millennials account for nearly 23% of the UK population-a huge share-and have the highest level of smartphone ownership and usage among all age groups in the country. Due to their high mobile engagement, millennials are more receptive than others to marketing via such devices-and mobile social in particular is affecting the path to purchase among this younger group.

http://www.emarketer.com/m/Article/Mobile-Social-Affects-UK-Millennials-Path-Purchase/1010540

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