• Infographic: The Social Shift

    This may come as a surprise, but social media is no longer purely “social.” Researchers found that activities are increasingly centered around content, news, entertainment, and brand discovery rather than friends and family connections. Here, we learn how and why the shift is occurring.


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    Here, we take a look at five facts that show how consumers are changing their behavior when it comes to social media:


    Red, White, and Social

    The majority of Americans are on social media

    73% YouTube

    68% Facebook

    35% Instagram

    29% Pinterest

    27% Snapchat

    26% LinkedIn

    24% Twitter

    While YouTube is popular across all demographics, Gen X and Millennials are drawn to Facebook, while GenZ is more likely to use Instagram and Snapchat


    Why We Social-ize

    We still want to see what our friends and family are doing, but we also want to be entertained


    Emerging Motivations (% Change from 2016)

    Watch/follow sports 20% (+32%)

    Fill spare time 39% (+21%)

    Find funny/entertaining content 36% (+36%)


    Declining Motivations

    Share my opinion 29% (-23%)

    Because my friends are there 31% (-12%)

    General networking 33% (-11%)


    Why We’re Sharing Less

    Top three consumer concerns about social

    1. Privacy

    2. Taking up too much time

    3. Negativity


    Are We at Peak Social?

    After years of successive growth, daily time on social has begun to level off. On average, here’s how much time each generation spends scrolling per day.

    Hours

    Gen Z 2.53

    Millennials 1.59

    Gen X 1.17

    Boomers .50


    The Future of Social Media

    Although the reasons people use social may have shifted, it’s here to stay.

    Consumers say they’re most comfortable using social for:

    62% entertainment

    52% news and current affairs

    44% reading/leaving reviews on brands/products

    43% researching products/ideas

    43% buying/selling products

    37% following brands/celebrities

    31% activism/community events


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