US affluents and social media: understanding the dynamics of influence
Social media has been a pervasive part of the media and communications landscape for the better part of a generation. We’ve seen it evolve from being a social, communications tool to robust platforms offering a much wider-ranging set of services including entertainment, retail, careers and beyond.
We’ve also seen the rise of influencers, concerns over privacy and an on-going set of new entrants challenging the status quo. Understanding the multi-dimensional relationships Affluents have with each platform is crucial to optimizing the opportunities available.
While it’s no surprise the generation that grew up with social media – Millennials – continue to be its most passionate users, their near addiction to it has spread to include their older generational counterparts as well.
Our last webinar explored Affluent relationships with social media and how they impact the behaviors and attitudes towards the individual platforms. Affluents spend 2 ¼ hours daily on social media, with women visiting sites more regularly, but men spending 75% more time across all platforms – with the largest disparity seen on Twitter and LinkedIn.
And they are not just lurking. Two-thirds are posting content and commenting on other people’s posts, and nearly half are getting into conversations. Not surprisingly, Millennials are engaging more in comparison to other generations, with nearly three in five getting into conversations regularly.
Our latest white paper takes a deeper dive into the generational differences introduced in the webinar. Download it now to learn more.
