Demystifying Youth Culture’s Marketing Myths - Part 6

by Bill Carter

Young People and Social Media

In this digital age there is a misconception that social media is most populated by young people. The truth is that the masses registered for various social media are in large part over the age of 30.

To marketers specializing in targeting teens and Millennials, the raw numbers are, at first, alarming. According to a recent study by OnlineMBA the primary age group with active accounts on Facebook is over the age of 45. A similar study by OhMyGov, a leading social media intelligence group, reported that the fastest growing demographic for the site is 55-65 year old women.

Despite first impressions conveyed by statistics like these, quantity of social media users does not trump quality. Of the over 845 million registered Facebook users, the most actively engaged are teens and young adults. According to recent research provided by Community 102 teens have twice as many digital friends than users aged 30-40, despite the fact that the highest number of registered users are above the age of 35.

Millennials are not just visiting sites more often; they are also actively expressing their personal opinions on products and services. Members of Fuse Source, a pool of opinionated youth from across the country, were recently polled on if they’ve ever “liked” a brand on Facebook. The majority reported that not only did they “like” at least one brand, they were also likely to recommend that brand to a friend.

Young people are spending more time on social media sites than ever before. According to a 2012 study by Ypulse, Millennials are visiting digital networking on the go, a truth made evident by the fact that the most common mobile apps downloaded onto their smartphones connect them to their favorite social networking sites. Breakthroughs in mobile social media have enabled young users the opportunity to stay plugged in 24/7, and with the right content brands can find a place in that perpetual flow of information and social participation.

It’s key to keep in mind that the volume of users by age demographic is not what’s most important - it’s which demographic is most engaged that should demand our attention. By creating unique and “snackable” content that resonates with the consumer and is easy to share across multiple platforms brands can capture the attention of the smaller but highly engaged community of Millennials.

Bill Carter is a partner at leading youth culture marketing services firm, Fuse. Bill has advised some of the most successful companies in America, including Pepsi, Yahoo!, Sony, Harley-Davidson, Gatorade, Converse, and others. He has been awarded Sports Business Journal’s Forty Under 40 Award as one of the most influential and important young executives in sports and named one of the 20 most influential people in action sports by that same media. He can be reached at bcarter@fusemarketing.com.

About Fuse

Fuse is an award-winning youth marketing agency that connects brands with youth through sports, music, fashion and other relevant youth cultural interests. Located in New York, NY and Burlington, VT, Fuse’s services include Consulting, Social Media and PR, Creative Services, Research and Event Marketing. For white papers, research, and other information, please visit us at www.fusemarketing.com, www.facebook.com/FuseLLC or www.twitter.com/fuse_marketing.

Suggested Reading:

1. Demystifying Youth Culture’s Marketing Myths - Part 1
2. Demystifying Youth Culture’s Marketing Myths - Part 2