Internet marketing company WebpageFX has published a new infographic to help content marketers and publishers to better target and reach each generation of users on social media platforms. The new piece breaks down social “by the numbers” and uncovers exactly how different age groups are engaging with popular sites such as Instagram and Pinterest.
There are now 2.3 billion people actively using social across the globe, and ad spend on these platforms is set to exceed $35 billion (£27.5 billion) by the end of next year. While a staggering number of people log onto social media every day, there is a distinct correlation between habits and preferences when it comes to generational groups.
Eighty-seven per cent of Millennials, who are defined as being between 20 and 35 years old, now use Facebook, and they have the highest average number of friends on the platform compared to other age groups. They also favour user-generated content and are very open to brands that they engage with contacting them via email.
When it comes to Generation X (ages 36-49), 40 per cent prefer to watch online clips and content on laptops, which suggests that mobile is not yet as pervasive for older social users. Nearly half have a Twitter account, but less than 24 per cent actually frequent the platform on a regular basis. However, more than a third are active pinners on Pinterest.
Baby boomers, who have access to 70 per cent of all the disposable income in the US, have embraced Facebook in huge numbers. They also like to visit a company’s website after they have viewed the brand’s page or interacted with it in some way on social. At the other end of the spectrum, Generation Z users (ages 13-19) have an attention span of just eight seconds and have left Facebook in droves in recent years in favour of more visual platforms.
The infographic also highlights some interesting data for each specific platform. For example, viewers on YouTube who watch a TrueView ad for more than 30 seconds are 23 times more likely to subscribe to the channel of a brand, while 70 per cent of the most popular hashtags on Instagram are actually branded. This new information could be key in helping marketers optimise their campaigns for the year ahead.