THE SOCIAL CIRCLE
Social media connections across generations
85%
Chances are you have a social media account. After all,
social networking is not new, and 85% of US consumers
are on social networks. But how are consumers using social
media? And how does it affect us across generations?
Millennials
14 –18
19–25
2015 US
Population
Generation X
Baby Boomers
Matures
33– 49
50 –68
69 +
70M
75M
23M
Born
1982 –1966
Born
1965–1947
Born
1946 and prior
26–32
83M
Born
2001–1997
Born
1996–1990
Born
1989–1983
EXTREMELY SOCIAL CREATURES
Of the US population checking social media, more than half are online every day.
58% check daily
13% check weekly
14% check monthly
Some generations take social media to a
whole other level, with 76% of Millennials
on their accounts every day.
66% of Millennials ages 19–32 say they value their time interacting
with friends on social media equally with their time spent together in-person.
THE BUSINESS OF SOCIAL
Overall, social media is rising as a popular news
source, surpassing television as Millennials’ favorite
source of news.
Social media vs. television as main
news source among Millennials
14 –18
19–25
26 – 32
34%
Social Media
28%
TV
37%
Social Media
TV
16%
29%
Social Media
TV
21%
Social media also has an impact on consumers’
buying decisions, especially among Millennials.
In fact, social media recommendations are more
influential than TV ads for Millennials ages 19–32.
19-25
26-32
72%
Social Media Recommendations
TV ads
63%
74%
Social Media Recommendations
TV ads
63%
Additionally, ads delivered on social media platforms
are more influential to Millennial's buying decisions
than other traditional advertising approaches.
Social Media ads
Brands’ attention to social media’s benefits has paid
off, with more than 50%* of customers saying
social helps them feel more informed about and
develop positive perceptions of brands.
54%
Magazine ads
48%
Search Engine ads
48%
Celebrity endorsements
43%
Radio Ads
43%
61%
Learn more about a brand
from social media than from
its company website
54%
Experience more effective
customer service through
social media
*Among total US consumers, summary of agree strongly/somewhat
It’s highest among Millennials ages 19–25, at 80%.
HERE TO STAY
Among mobile apps, social media apps are still top dog—holding the #1 spot for most used apps
among both Millennials and Xers on smartphones and tablets. Time will tell what direction these
social media trends continue to move as the generations’ tech usage continues.
Source:
“Digital Democracy Survey: Tenth Edition,” 2016, Deloitte
#TMTtrends
www.deloitte.com/us/tmttrends