Despite the fact that Americans are relying more on technology gadgets, the relative importance of them is different by generation, according to research conducted by Best Buy Co.'s Best Buy Mobile.

In particular, the mobile phone is considered an essential item by the younger generation, Best Buy Mobile's "Mobile Life" research found.

"I think the findings are that smartphones and mobile phones are critical to consumers' lives," said Scott Moore, vice president of marketing at Best Buy Mobile. "From a mobile marketing perspective, marketers should be thinking about how to connect with consumers in a relevant and contextual way.

"The biggest thing is the older you are the more wed you are to your television," he said. "If you are a Millennial, your phone, without a doubt, is most important."

In fact, when asked what one item they would keep, the Millennial generation was twice as likely to say their mobile phone versus their TV.

Older consumers, particularly Baby Boomers, had the opposite reaction -- they were nearly three times as likely to say they would keep their TV over their mobile phone.

On average, adults 18-plus most often selected TV as the item they would keep, but youth ages 11-18 listed mobile phones as their top item.

Millennials are more likely than average to make six to 10 calls on their mobile phone daily, and while only 7 percent of the total sample sends over 16 texts daily, one in five Millennials does.

The Millennial generation has adopted the mobile phone as a tool for providing, enhancing and expanding social connections, and they rely on it to stay connected to friends and family.

"This Thanksgiving we all sat by the fire after dinner," Mr. Moore said. "We had the empty nesters glued to the TV and all the younger family was texting, or checking their social networks via mobile.

"It was truly a different setting," he said.

Millennials are nearly twice as likely as older generations to say that calls via a mobile phone are the most important way they stay connected to friends and family.

Millennials also use their mobile phone to send texts to friends and family.

When asked about their ideal mobile phone, preferences for features, functionality and ease of use fell across generational lines.

Millennials want more functionality ("It would have to include as many high-quality functions as possible, such as a camera, a portable radio and an MP3 player").

Boomers want simplicity ("I would prefer it to be as simple as possible and only include functions for talking, texting and pictures").

Generation X fell somewhere in the middle -- wanting some fun features, but not seeing them as a must-have ("It would be good if it had other high-quality functions such as a camera, a portable radio and an MP3 player, but it's not vital").

"For any company in the mobile space, it is really easy to get excited about all the things that are happening," Mr. Moore said. "The problem is customers are not aware.

"Best Buy Mobile helps consumers choose and use," he said, referring to the retailer's store brand for mobile-phone sales. "It's a universal need.

"Consumers would rather go to the dentist than buy a mobile phone."

To address this need, Best Buy Co. has completed the nationwide rollout of Best Buy Mobile three months ahead of schedule, offering its U.S. customers another way to buy a mobile phone.

The conversion of Best Buy's 965 U.S. stores to Best Buy Mobile gives customers more choices when it comes to mobile phones, plans and accessories, the company said.

Customers have responded positively to the new mobile phone experience, as stores converted to Best Buy Mobile have seen a 10 times, year-over-year increase in higher-end, multimedia phone purchases, the company claimed.

"As an industry we have to help people start right," Mr. Moore said. "We tailor to their unique needs.

"It used to be just about coverage," he said. "It's not anymore. The retail experience can lead the way in helping consumers live a better mobile life. We are giving consumers the opportunity to talk to the [Best Buy tech help service] Geek Squad."

Mr. Moore said that Best Buy has been experimenting with mobile marketing.

"In terms of the economy, no one has a crystal ball," Mr. Moore said. "Is mobility recession proof? I am not an economist but I can say that I can't live without my mobile phone. And I don't see my wife giving up her iPhone."