Millennial consumers are driving the constant development of apps, even in traditional markets like television, where home services advertising used to be king.

Driving the shift from static television viewing to a dynamic online and mobile on-demand paradigm is the millennial generation. This group spends almost 3X the amount of time online than all of the older generations combined (traditional, baby boom, and GenX).

Why? The use of apps and online entertainment venues to watch programs improves accessiblity when and where viewers want it. This is critical to understanding why millennials are motivated to seek and buy services – and how and where small businesses advertise to maximize exposure and click-thru action.

Read Mary Meeker’s complete trends and predictions for 2014 on LinkedIn.