SOCIAL MEDIA TIME

Z Gen Z BY GENERATION
Average time spent per day

Millennials on social media

Social Media
M
Year-on-year

Gen X
+00%
X change

GENERATION
hh:mm

by Generation
B Baby Boomers YEAR

2:18
2:15

GLOBAL
2:06

+16%

2:55
1:49
2:53

GEN Z
Growth in time spent per day 1:41 +18%
2:27
on social media among Gen Z
and millennials is slowing
down over time +29%
2:13

1:43
2:38
2:39

MILLENNIALS
2:32
AVERAGE DAILY SOCIAL MEDIA TIME* +15%
2:12
Asia Pacific 2:13 2:07

Europe 1:50 1:49

GEN X
1:48
Latin America 3:27 1:32 +16%
1:47
1:25

Middle East & Africa 3:03 1:12

1:06 1:09
0:57 +16%

BABY
BOOMERS
0:53
North America 2:04
2014 2015 2016 2017 2018
*Note that this data is an average of Q1-Q3 2018 figures.

MULTI-NETWORKING BY GENERATION* Multi-networking is

still on the rise, but
EUROPE
could be plateauing
NORTH AM
9.1 8.2 6.2 4.7
GLOBAL AVERAGE NUMBER
9.1 9.0 6.1 3.9 OF SOCIAL MEDIA ACCOUNTS
APAC
8.8
8.0
7.6
MENA 10.4 10.9 7.7 6.0 6.3
4.8
7.6 8.5 7.9 6.4

LAT AM 2014 2015 2016 2017 2018

10.4 10.2 9.0 7.7

LatAm leads the way
for older generations' 9.9 10.1 7.3 5.3

multi-networking
Z M X B

WHO USES WHAT?

% of internet users (exc. China) who have

visited/used the platforms in the past month

89% 88% 83%

77% 77%
84% 69% 74%
73% 67% 65% 66%
55% 48% 49%
45% 40% 38%
28% 27%

Z M X B Z M X B Z M X B Z M X B Z M X B

INSTAGRAM AND WHATSAPP

IN THE SPOTLIGHT
75% +17% +17%

Baby boomers 64%

66% +13%
66%
65% +27%
are showing the 58%
51%
54%
highest growth in 56%
+20%
Instagram and 44% +20% 45%
39%
WhatsApp usage 37%

+44%
27% +60% 27%
% of internet users (exc.
17%
China) who have visited/used
the platforms in the past
month

% change since 2016 2016 2017 2018 2016 2017 2018

THE FUTURE OF SOCIAL MEDIA

CHANGING NETWORKING BEHAVIORS

% who say the following are main reasons for using social media

Because a lot of my To stay in touch To network for work To follow celebrities To research/find
friends are on them with my friends /celebrity news products to buy

-9%
44%
-16% 40%
37% +30%
31% %
+9% +27% 30%
22% 24% 23%
19%
15%

2015 2018 2015 2018 2015 2018 2015 2018 2015 2018

SOCIAL KEY TOUCHPOINT THROUGHOUT THE PURCHASE JOURNEY** Influencer marketing

% who use social channels/state social channels are influential in the following
set to become bigger,
Gen Z lead the way
Brand Discovery Product Research Purchase Drivers Brand Interactions
% of Gen Z who do the following
64% 62% 60% 65%
57%
47% 43% Discover brands via celebrities
35% 37% or well-known individuals
30% 31%
20% 25% 24%
18% 13%
19%
17% 17% 18%

Z M X B Z M X B Z M X B Z M X B

2015 2016 2017 2018

Social networks HUB FOR ONLINE PRODUCT RESEARCH

Use social media to follow
have surpassed % who use the following to find information about brands, products, or services online
celebrities/celebriy news
search engines as 25%
the go-to product Social networks Search engines
20%
24% 24%

research channel
for Gen Z 48% 47% 37% 24% 47% 51% 55% 59%

2015 2016 2017 2018

Unless otherwise stated, all figures are taken from our Q3 2018 **
wave of online research among 113,932 internet users aged Breakdown of Brand Discovery • Recommendation/comment on a social network Brand • Asked a question to a brand on a social network
16-64. Among this cohort, there were 16,228 Gen Zers aged social channels in • Update on a brand’s social network page Interactions • Clicked on a promoted/sponsored post on a social network
16-21, 44,483 Millennials aged 22-35, 39,595 Gen Xers aged each purchasing • Interacted with a brand on a messaging app
36-54, and 13,626 Baby Boomers aged 55-64. Generetations have stage are as Product Research • Micro-blogs (e.g. Twitter) • Liked/followed a brand on a social network
been adjusted in over time comparisons to account for follows: • Social networks • Shared a brand's post on a social network
year-on-year aging, hence earlier years include a relatively smaller • Online pinboards (e.g. Pinterest) • Uploaded a photo/video to a brand's social network page
group of Gen Z respondents as they age into our 16-64 sample. • Used a social networking "share" button on a website
Purchase Drivers • Option to use "buy" button on a social network • Visited a brand's social network page
Note that China is excluded from percentages relating to • Lots of "likes" or good comments on social media
specific/named social networks and apps.

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