Even if millennials are stereotyped as the “selfie” generation that lives on social media, they aren’t the only audience on there. In fact, if you think they are the generation that spends the most time on social media, you would be mistaken!

Here’s some information from the Sprout Social Q1 2017 Data (unless specified as otherwise) to help you figure out how to target, interact with, and ultimately influence your ideal audience!

Millennials (Ages 18-34)

  • Amount of time spent on social media each week: 6 hours and 19 minutes (2016 Nielsen Social Media Report)
  • Main social media channel: Facebook (33%), Instagram (22%), Snapchat (15.8%)
  • When they follow brands: 48.6% of millennials follow a brand on social, and 58.9% follow a brand before they purchase their products/services.
  • Brand interaction: As followers, 38% seek amusement, 42% percent seek information. Also, 30% of millennials engage with a brand on social at least once in a month.
  • What will turn them away: Millennials are more likely to leave when annoyed, or have a bad experience with the brand.
  • Conversion: 60% of millennials become likely to purchase from brands they follow.

Generation X (Ages 35-49)

  • Amount of time spent on social media each week: 6 hours and 58 minutes (2016 Nielsen Social Media Report)
  • Main social media channel: Facebook (64.7%), Instagram (10%), YouTube (10%)
  • When they follow brands: 48.8% of Gen X follow a brand on social, and 50.4% follow a brand before they purchase their products/services.
  • Brand interaction: A great audience for deals and promos! 32% of Gen X will engage with a brand on social at least once in a month.
  • What will turn them away: Will leave when annoyed, especially by spam. Unlike other generations, they are 160% more likely to leave when offended.
  • Conversion rate: 67% of Gen X become likely to purchase from brands they follow.

Baby boomers (Ages 50+)

  • Weekly time spent on social media: 4 hours and 9 minutes (2016 Nielsen Social Media Report)
  • Main social media channel: Facebook (65%), Google+ (10%) and YouTube (8%)
  • When they follow brands: 24.5% of baby boomers follow a brand on social, and 55% follow a brand before they purchase their products/services.
  • Brand interaction: Looking for deals and promos primarily, but with interest in more information. Only 14% will engage with a brand on social at least once in a month.
  • What they hate: There is almost zero toleration for spam.
  • Conversion rate: 51% of baby boomers become likely to purchase from brands they follow.

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