Some may say smartphones are making us dumber, but they’re becoming a bigger part of the marketing picture, as the coveted demographic: Millennials who range in ages 18-34, spend on average, 14.5 hours per week doing everything from texting, talking, and accessing social media on their iPhones and Droids.

Researchers at Experian found millennials are the most digitally connected generation with more than 3 in 4 owning a smartphone. Half of owners say they access the Internet more often their phone than through a traditional computer.

“Millennials are true digital natives. Having grown up in the age of the Internet and mobile phones, it is important for marketers to understand their unique outlook on technology and connectivity when targeting this group,” stated John Fetto, senior analyst of marketing and research at Experian.

The research firm also discovered Millenials are 1.7 times more likely than Gen-X’ers to use travel apps, 1.5 times more likely to use VOIP apps such a Skype, and 1.4 times more likely to use sports apps.

While the rest of adults see smartphones and the Internet as revolutionary, Millennials who grew up with such technology see them as “part of the natural order of things.”

Fetto adds, “Technology and connectivity is not a want for this generation; it’s a need.”