Do Millennials (18-34 years old), Gen Xers (34-54 years old) and Boomers (55-70 years old) use social media in the same way? Do they all adopt similar behaviors? Marketers everywhere are crazy for the Millennial market, looking for any way they can to boost their appeal to Millennials and tap into their massive buying potential.
Each generation has similar profiles and values that characterize it, including their habits and preferences. However, it’s important not to jump to conclusions regarding how an entire generation uses social media.
Here are some interesting highlights regarding each generation’s use and preferences regarding social media.
- Facebook: The choice of every generation
Say what you will, but Facebook is still the indisputable king of social media—all generations combined. Could Instagram dethrone Facebook with respect to popularity? With Millennials, it is possible. Instagram is actual the most popular social media platform among young Millennials (18-24 years old).
However, for the moment, Facebook is the number one social media network across all three generations.
- Why follow a brand on social media?
Millennials and Gen Xers are two times more likely to follow a brand on social media than Baby Boomers.
- Why is there such a gap? According to the study:
- Millennials follow a brand in order to be entertained (38%) and get information (42%).
- Gen Xers follow a brand for contests (41%) or special offers and promotions (58%).
- Baby Boomers hover between the two other generations. They look for the right mix of deals and promotions (60%) and information (53%).
Millennials also interact with brands on social media twice as much than Gen Xers and Baby Boomers, which means that it’s a great communications tool to reach this target market.
- Reasons why generations stop following a brand on social media.
- Gen Xers are 160% more likely than other generations to unfollow a brand on social media if it posts content that is offensive or against their personal values.
- Millennials stop following brands due to a bad experience (21%) or because the brand’s marketing or content are annoying (22%).
- Baby Boomers, they specifically hate spam, which incites 29% of them to unfollow a brand on social media.
However, that Millennials (60%) and Boomers (51%) also spend money on brands they follow on social media. That’s why it is so important to maintain a strong community on key social media networks where your target audiences are normally found.