The newly-released Techsurvey9 from Jacobs Media (see original posting, Click Here) contains some very interesting data about the social networking preferences of Gen Z (born in 1993 or later) radio listeners.
According to marketingcharts.com, the study, which finds
that radio listeners in the US and Canada are highly social overall, shows that
compared to older generations, Gen Z listeners have a strong affinity for
emerging social networks such as Tumblr and Snapchat, and are less drawn to
Facebook.
In fact, the survey finds that Baby Boomers (born between
1946-64; 73.3%) are as likely as Gen Zers (72.9%) to have a Facebook account.
The results come on the heels of research from Piper Jaffray which found
Twitter challenging Facebook as American teens’ most important social network.
Looking at the Jacobs Media data, which comes from a survey
of more than 78,000 core radio listeners in the US and Canada (including more
than 3,000 Gen Z respondents), although just 1.5% of respondents overall report
using Snapchat, that figure rises dramatically to 13.5% of Gen Z respondents.
Additionally, 17.5% of Gen Zers report using Tumblr, about 5
times the overall average of 3.6%, and 35.4% use Google+, compared to 20.1%
overall. Gen Z’s use of Twitter is also strong, with 38.5% of respondents
reporting having a Twitter account, though that trails Gen Y’s adoption rate of
42.8%. (Gen Yers are defined as in being born between 1975 and 1992.)
Aside from their interest in “secondary” social networks,
Gen Zers are also leading the charge in radio’s digital transition. When asked
to describe their last week’s listening to the radio station that sent them the
survey, respondents overall said they spent 14% of the time tuning in on digital
platforms, whether that be through the computer, mobile or other formats. But
that figure rose among younger generations, with Gen Zers reporting listening
digitally 21% of the time, 50% more than the average.
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