Generational Changes and Media Use

Frequently I’ve pushed back against generational stereotypes with the simple premise that activities and behaviors that are being assigned and labeled according to what generation a person is, are really due to lifestyle and life-stage.

And while many of that is still true, there are some big swings in media consumption that still can be broken down by generation due to the technology changes the past couple of decades.

Even the past 10+ years that I’ve worked for WOWO radio have seen a shift that should not be ignored.

MarketingCharts.com released an article on social media use that actually has a misleading headline: Most US Weekly Facebook Users are Gen Xers and Baby Boomers.

However looking at the actual chart and data from YouGov, the headline should have been Most US Weekly Facebook Users are Millennials, Gen Xers and Baby Boomers.

Those three generations make up 84% of Facebook users in the United States.  The Silent Generation, which are those still alive born before the end of World War 2 make up 1% and the youngest Generation, Gen Z account for 13% of Facebook users.

Overall, Facebook still is king with more users than any of the other social media platforms but it appears YouTube is close although many of us “older folks” don’t consider YouTube to be social media.  But with the popularity of video content verus still photos or no graphics, YouTube should be included even though they were not listed in the survey and article

So I decided to do a double check on the current ages of Gen Z and as of right now, 12 to 27 year olds are Zers.

The youngest most marketers usually target is around 12, so Gen Z is a real, viable target market for companies that produce products and services for teens and young adults.

To put that in perspective, 10, 11 years ago when I joined WOWO radio, some of them were still in diapers and none were old enough to vote yet.

IF that’s the age group you want to reach, you should dig a little deeper into social media and the various platforms and targeting potential.

However, here’s a reality that is back to the lifestyle and life-stage argument….

Most significant purchases are not made during the teen years or even by 20 year olds.  Look at age 35+, or even older like 45 or age 50+.

Gen Z is inching to that age but for the next decade, unless your consumer is in their 20’s and younger, you need to really continue to focus on older adults.

I call them “grown-ups” . They’re in their late 30’s, 40’s and 50’s making significant purchases for themselves and for their families.

My primary radio station, WOWO is a news talk formated radio station and we’ve seen wonderful results for our advertising partners.  I’m not arrogant enough to say that traditional radio ads are all you need to do.  I usually offer a number of items off the menu of messaging options that include traditional AM/FM radio ads, streaming, emails, texting, and social media including Facebook.

Do you want help sorting all this out to help you decide where to invest your ad dollars?  Want to talk with someone who’s got the experience in crafting solutions that are appropriate for your business and that sometimes includes connecting you with others that I trust?  Let’s talk.  Email Scott@ScLoHo.net