College age adults are quick to pick up new habits. Today, millions of young adults are selecting new social media platforms while leaving “older” platforms like Facebook behind. But where are they flocking too? Many are opting for more “in vogue” social apps like Snapchat, Vine and Instagram. According to a recent article by Digiday and new data released by comScore, “Facebook Losing its Edge Among College Aged Adults”, college age penetration has dropped 88% among adults 18 to 24. Brands and businesses that want to target this audience must pay attention to this shift in social behavior if they want to be effective and maintain their reach.
Here are a few additional data points that Digiday highlighted in their social media investigation:
Facebook used by 88.6 percent of 18- to 24-year-olds in Nov. 2013, down from 91.5 in Feb. 2013
Instagram used by 51.5 percent in Nov. 2013, 44 percent in Feb. 2013
Twitter used by 43.7 percent in Nov. 2013, 40.1 percent in Feb. 2013
Tumblr 35.5 percent in Nov. 2013, 31 percent in Feb. 2013
Snapchat 25.9 percent in Nov. 2013, 3.2 percent in Feb. 2013
Vine 25 percent in Nov. 2013, NA in Feb. 2013
As marketers, relevance is everything. If you want to stay “top of mind” with millennials you’ll have to be willing to test out new methods and be creative in luring this audience to your products.
See how Facebook plans to keep a good percent of their younger population through the purchase of Whats App
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