New data from Porter Novelli reveals that 59% of Americans regularly spend time on a social network – and what they do when they’re there varies dramatically depending on which generation they belong to.
The Digital Demographics USA report, from PN’s digital marketing team PNConnect, reveals the unique online behaviors of Millennials, Generation X, Baby Boomers and the Silent Generation. We’ve captured and quantified a number of trends, then overlaid the implications for brands and organizations.
- Is your mom or grandma your number-one Facebook fan? For many over 65, social media is about family and friends – they don’t always want to hear from brands.
- Does your teenage child seem glued to his or her smartphone or tablet? Millennials are mobile maximizers, spending 90 minutes a day online via these devices – twice as long as the average American. To reach the 80 million or so Millennials in the U.S., having a marketing strategy that simply includes mobile is not enough: brands need to think ‘mobile first.’
- Have you found yourself telling others how great LinkedIn is? Chances are you’re part of Generation X, the most committed users of the professional network. Mid-career, LinkedIn can play a vital role not just for job hunting but staying in touch with contacts, tracking thought leaders, interacting with peers via groups or following business trends.
- And if you’re a brand, do coupons, discounts and competitions form the majority of your social media content? These will all grow your audience, but to engage and retain it, a richer publishing strategy is required. Social has made it easier for brands to give away free stuff, so consumers can simply flit from one deal to the next.
We’re using these and other research-based insights to shape effective digital publishing programs for our clients, because there’s one data point not in dispute: every day there is more and more content clamoring for our attention. Crafting the perfect fit between content, audience, and opportunity to interact has never been more important.
Based on data from Porter Novelli’s PNStyles survey of more than 6,000 Americans, the full Digital Demographics USA infographic can be viewed here.