social media usage statistics

Social Media Usage Statistics – Millennials Most Addicted? Nope!

Data research giants Nielsen uncovered some alarming social media usage statistics recently. Undoubtedly, these findings will shake the industry. In the post, we narrow down the average time spent by different age groups on social media. The post reveals various data surrounding social networking users, smartphone access and mobile use as well as, the implications of influencer marketing and more.


Social Media Usage Data

After an in-depth study consumer insight measuring giants, Nielsen discovered that 35 – 49 year-olds on average spent more of their time on social media than 18 – 34 year-olds. On average 35 – 49 year-olds spent an average of 6 hours and 58 minutes a week compared to 18 – 34 year-olds who spent 6 hours and 19 minutes a week. Additionally, they found that Adults 50 + spent the least amount of time on social media, with an average of 4 hours and 9 minutes.


Social Media Usage – Data Experts View

Alike us, Sean Casey, president of Nielsen’s social division, was shocked, by the findings. Sean Casey mentioned ‘“ the going thought is that social is vastly owned by the younger generation.” He further explained in the report that ‘when you think of millennials, you think of social.’ Undoubtedly, most people would agree, as we do. Such data makes you raise questions about modern influencer marketing. Will there be a future shift in the type of influencers used in influencer marketing campaigns?


Smartphone access

In addition, the study also uncovered that 97% of people aged 18 – 34 have access to smartphones. 94% between 35 – 49 and 77% aged 50 and older. Not many surprises with these findings – Apps are the way to go. Your users use mobile more than any other platform. Therefore, you should focus more of your budgets into mobile marketing if that is your space. And by mobile marketing, we don’t mean banners or popup ads – We mean reaching your audience through influencers on Instagram, Facebook and SnapChat, for example. Even Twitter remains an effective platform to target your users – Read why here.


Social Media Mobile Use

In September, Facebook had 178.2 million active users on smartphones. Secondly, this was followed by Instagram with 91.5 million active users, then Twitter with 82.2 million and Pinterest with 69.6 million active users.

Interestingly enough and especially relevant, the popular millennial social network Snapchat was number 6, while LinkedIn was number 5.


Posts about TV

The study also looked into how much Facebook and Twitter users spoke about TV shows they were watching. The study was again measured by the different age groups. 42% of people talking about TV on Facebook were in the 35 – 49-year-old age group. Only 40% of millennials were doing this – again in conclusion showing increased usage by Generation X.


Influencer Implications

The report by Nielsen demonstrates that your influencer marketing campaign can be very useful for age groups you didn’t think were as so before. Don’t think that the only age group that matters within the realm of influencer marketing is 18 – 34-year-olds. Because 35 – 50 year-olds are extremely heavy users in terms of their social media also. Such a study really poses questions surrounding the future of influencer marketing and the type of influencers used.

For more information on how to find influencers that may fit the new target group see our post about great tools for identifying influencers here.


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