Forrester: Facebook Most Frequently Visited Website Across All Ages

To no one’s surprise, Millennials are early tech adopters, according to a new Forrester report.

Consumers of all ages are using more devices than ever before to access the internet, and all that browsing is sending more than half of them to Facebook daily—54%, to be exact.

That’s a key finding of Forrester’s “2016 State Of Consumers And Technology Benchmark,” which examines attitudes and behaviors that shape consumer technology adoption.

To no one’s surprise, Millennials are the early adopters, and device usage among the group has grown since 2015, according to Forrester. Eighty-five percent of Millennials use a smartphone, 67% use a tablet, and 42% use an Internet-connected TV.

Generally speaking, 75% of U.S. online adults use smartphones, 52% use tablets, and 32% use Internet-connected TVs, up from 70%, 46%, and 25%, respectively, in 2015.

“U.S. consumers are multidevice users,” said Gina Fleming, manager of data science at Forrester. “All generations used more devices this year than a year ago, but which devices they use depends heavily on age.”

Overall, the average number of connected devices consumers use is 4.5. Millennials use an average of 5.5, and even members of the Golden Generation (age 72-plus) use 2.8, Fleming told CMO.com.

In addition to daily social media activity, consumers are also avid readers of online media content. Eighty-four percent access news, magazines, or blogs online; 80% watch TV, film, or video online; and 67% listen to the radio online.

Gen Zers (96%) beat their parents (94%) in consuming the most TV shows, films, or videos online, but Millennials (96%) consume more online news, magazines, and blog content than Gen Z (94%).

“CMOs today [need] to know who the early adopters are, how far behind the laggards are, and what types of technologies they need to incorporate into their marketing and customer interaction mix,” Fleming said. “In today’s customer-obsessed business environment, CMOs can only thrive if they have a deep understanding of their customers and target markets.”