Study: Gen Xers Are More Addicted To Social Media Than Millennials

Study: Gen Xers Are More Addicted To Social Media Than Millennials
SHARE
THIS



Have you bought into the Millennial stereotype – lazy, entitled, precious little things that spend all day photographing their lunches for social media and complaining about house prices while on holiday in Chile?

Well, according to a new Nielsen report, when it comes to social media, the Ys’ older sibling, the Xs (those aged 35-50) appear to have a far greater addiction to social media. You can download a copy of the report here.

The 29-page report was based on data from 9,000 smartphone users and 1,300 tablet users across the country from July through September.

Admittedly, the study group were Americans but it found the Xs spent an average of 6 hours 58 minutes a week on social media networks, compared with the Ys 6 hours 19 minutes.

It also found how ubiquitous the smartphone has become. In the US, 97 per cent of people 18 to 34, and 94 per cent of people 35 to 49, had access to smartphones. Seventy-seven per cent of those 50 and older used smartphones.

According to Neilsen, Facebook was the most popular social media on smartphones with about 178.2 million unique users in September. Instagram was next with 91.5 million unique users, followed by Twitter, with 82.2 million unique users; and Pinterest, with 69.6 million users. Snapchat was sixth and LinkedIn seventh.

The report also looked at second-screen activity on social media, measuring how many times Facebook and Twitter users employed those sites to post about TV shows they were watching or to interact with others’ posts.

Again, it was the Xers that was the most addicted. On an average day, 42 per cent of those interacting with television on Facebook were from 35 to 49, while it was only 40 percent for the Millennials.

The report’s author, Nielsen’s social division president, Sean Casey, said the findings came as a surprise because “the going thought is that social is vastly owned by the younger generation.”

Casey said: “It’s kind of synonymous, when you think of Millennials, you think of social.” However, Casey, an Xer himself, added: “At a time when we wanted to be connected, it came out right when we were at the top of our media consumption. It’s become second nature to our generation.”

Please login with linkedin to comment

Latest News

Victorian Government Launches VR Bushfire Experience Via The Fuel Agency
  • Advertising
  • Campaigns
  • Technology

Victorian Government Launches VR Bushfire Experience Via The Fuel Agency

As part of its summer fire campaign, the Victorian government has launched a virtual reality (VR) bushfire experience and content series via The Fuel Agency. The VR experience places the user in the midst of a large bushfire, and is designed to encourage people to leave early on high-risk days before it’s too late. The […]

Local Ad Tech Company VeNA Partners With RugbyPass
  • Advertising
  • Media
  • Technology

Local Ad Tech Company VeNA Partners With RugbyPass

ad tech company VeNA has signed an exclusive reseller partnership covering Australia and New Zealand with digital rugby network RugbyPass. Across Asia and parts of Europe, RugbyPass is the exclusive digital rights holder and over-the-top broadcaster for live rugby, including the Super Rugby, the Rugby Championship and autumn internationals, the Six Nations, the Aviva Premiership, […]

SpotX Appoints Gavin Buxton As Asia MD
  • Advertising

SpotX Appoints Gavin Buxton As Asia MD

Video advertising platform SpotX has announced it has appointed Gavin Buxton as managing director of Asia to lead the company’s expansion in the region. Buxton has over 17 years’ global experience in the digital advertising space, having worked in leadership roles at tech and publishing companies, including Microsoft, Turner Broadcasting, and LinkedIn, with the last […]

Big Mobile Doubles Down On Ad Tech & Rebrands
  • Advertising
  • Technology

Big Mobile Doubles Down On Ad Tech & Rebrands

B&T Awards 2017 finalist Big Mobile has unveiled a fresh look to reflect its new ad tech credentials. The company successfully pivoted its business from ad network to mobile ad tech vendor when it announced a joint venture (JV) with Widespace in October last year. As a result of the business changes, Big Mobile wanted […]

March One Appoints New Senior Account Manager
  • Advertising

March One Appoints New Senior Account Manager

Independent ad agency March One has appointed a fresh face to the team, with Melanie Tozer to reinforce its mission to put humans first as a senior account manager. Tozer (pictured above), an up-and-coming talent from New Zealand, will align her extensive experience in FMCG marketing with March One, having worked on accounts for Bunnings […]