How do the masses consume media throughout the day? According to a new study by Frank N. Magid Associates Generational Strategies, TV is making room for another mass media- Facebook.
MediaPost reports that for most age demographics, Facebook is utilized more during the workday hours of 9 am to 5 pm than TV. One exception is the baby boomers with 35% watching television compared to 26% being on Facebook. The other generations break down is as follows:
· GenXers: 32% use Facebook and 28% watch TV
· Millennials: 44% use Facebook and 32% watch TV
· Teen Millennials: 30% use Facebook and 24% watch TV
· iGens: 16% use Facebook and 16% watch TV
While Facebook may have the upper hand on TV during the workday, television maintains dominance during the after-work hours leading up to prime time (8 pm to 11 pm). The generation with the highest TV use is the Baby Boomers with 70%. In prime time, the demographic with the most Facebook usage is teens 15-17 with 39%.
To recap, if an advertiser wants to reach mass audiences between 9 am and 5 pm, then Facebook may be the platform to use. However, if the intention is to reach people in the evening, then advertising dollars would be better spent on TV.
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