The relationship that millennials have with their phones is affecting broader media consumption habits, a fact which has been clear to publishers for some time, and marketers are eager to tap into it all. But before we address these habits, what does the picture of millennial mobile use look like now

Perhaps some numbers can help put things into perspective…

First, according to Entrepreneur, four out of five millennials own smartphones, compared to only 40 percent of people age 55 and over. Seventy-seven percent of these millennials are using their smartphone daily, which far exceeds that of Generation Xers, who clock in at 60 percent daily usage.

Furthermore, millennials don’t seem to be hopping around from one device to another. Millennials appear to be spending significantly less time with their TVs and computers. Seventy-seven percent of millennials watch TV daily, compared to Generation Xers at 86 percent, and Baby Boomers at 91 percent – a substantial margin of difference.

Going off this, 18 percent of millennials aged 18 to 34 are “mobile-only” web users, compared to only 5 percent of people aged 35 to 54.

Being a brand perceived as tech-savvy is a big deal, too. Thirty-three percent of millennials agreed they would be more likely to recommend a brand if they appear to be tech-savvy.

Worldwide, advertisers will spend $64.25 billion on mobile this year — up 60 percent compared with 2014. By 2018, advertisers will dish out $158.5 billion on mobile, or about 22 percent of all ad spending.

Now more than ever, marketers need to be cognizant of the importance of mobile marketing to millennials. The millennial generation is driving the biggest changes in how companies develop and market products and services in industries across the board.