Surprisingly enough, Millennials are not the strongest social media users of the bunch. That’s right, according to Nielsen; Generation X (ages 35-49) spends the most time on social media at nearly 7 hours per week.
Millennials do fall in second place with over 6 hours on social media weekly. Across gender lines, females spend 25% of online time on social media while men only reach the 19% mark.
Sean Casey, President of Nielsen Social states that 39% of heavy social users believe that finding out about products and services is an important reason for using social networks.
Thirty-five percent of heavy social users say that special discounts are important and 29% say supporting their favorite brands or companies is important.
On top of that, women are likely to interact with social and television simultaneously.
Sixty-one percent of unique Facebook users who discuss television on the social network are female.
Generation X females may be the best people to target with a mix of television and social.