Today we draw on more data from our new ‘Social Networking Motivations’ Insight Report to place a spotlight on 16-24s.
Among this key audience, it’s striking that more than half view social media as a way to fill up their time. This may explain why about 1 in 2 among this group go on social media looking for entertaining content; the opportunity for providing this time-rich, content-hungry audience with branded entertainment is thus obvious (especially as, outside China, a quarter say a brand should focus on entertaining them).
FOMO is strong for this group: 16-24s over-index the most for using social media to make sure they don’t miss out on anything. But they’re also the most likely to be following celebs – an important point to remember given that a quarter in this age group say they find brands through celeb endorsements.