{"id":113926,"date":"2017-03-03T17:01:00","date_gmt":"2017-03-03T22:01:00","guid":{"rendered":"https:\/\/www.dacgroup.com\/facebook-remains-social-network-choice-three-generations\/"},"modified":"2024-12-31T07:11:40","modified_gmt":"2024-12-31T12:11:40","slug":"facebook-remains-social-network-choice-three-generations","status":"publish","type":"post","link":"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/strategy\/facebook-remains-social-network-choice-three-generations\/","title":{"rendered":"Facebook remains the social network of choice for three generations"},"content":{"rendered":"<p>Selecting the best social channel to invest in can be a difficult task for brands and businesses. It can be easy to feel pressured into embracing the newest trends, or jumping on the latest bandwagon, but a new piece of research goes a long way towards proving that sometimes it\u2019s better to stick with what you know.<\/p>\n<p>According to the <a href=\"http:\/\/sproutsocial.com\/insights\/data\/q1-2017\/?utm_medium=Email&amp;utm_source=Sprout+Social&amp;utm_content=Index+Q1+2017&amp;utm_campaign=Customers&amp;utm_term=header%2bbutton\">Q1 2017 Sprout Social Index<\/a>, which surveyed 1,000 Millennials (aged 18-34), Gen Xers (aged 34-54) and Baby Boomers (aged 55+), Facebook is the social network of choice for 43.6% of respondents (aggregate figure). As the illustration below shows, Facebook preference is almost identical among Gen X (64.7%) and Baby Boomers (65.2%), with millennials being a bit more dispersed in their preferences but still placing Facebook in poll position. What might be surprising is that collectively, respondents found Facebook to be 29% more popular than Instagram.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-10842\" src=\"https:\/\/www.dacgroup.com\/wp-content\/uploads\/2024\/12\/Picture1.png\" alt=\"Picture1\" width=\"940\" height=\"677\" \/><\/p>\n<p>Millennials, often a priority group for brands to reach, are splitting their time more evenly across different platforms, with one-third showing preference for Facebook, 22% for Instagram and 16% for Snapchat. Younger millennials (aged 18-24) identify Instagram (25%) as their favourite social media network, but with Facebook (24.4%) and Snapchat (23.3%) following hot on its heels. This presents a significant challenge for brands and businesses in terms of knowing which channel to invest in; it can often be a mistake to try and be everywhere at once.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-10843\" src=\"\/wpe-content\/uploads\/sites\/5\/2017\/03\/Picture1-1.png\" alt=\"Picture1\" width=\"940\" height=\"649\" \/><\/p>\n<section data-role=\"forward-email-subscription-container\" class=\"full-width w-100 d-flex justify-content-center align-items-center bg-c7f2b3\">\n    \n    <div class=\"max-w-1400 w-100 form\">\n        <div class=\"text-content-container\">\n            <h2>\n                Stay Forward            <\/h2>\n            <p class=\"subtitle\">\n                Get exclusive insights into digital <br class=\"d-none d-lg-block\">media's top-trending topics delivered<br class=\"d-none d-lg-block\"> directly to your inbox.            <\/p>\n        <\/div>\n\n        <div data-role=\"form-group\">\n            <div class=\"d-flex flex-column w-100\">\n                <form data-forward-email-form class='custom-hubspot-form' id='hubspot_form_69e0437706f82'>\n    <div class='d-flex input'>\n        <input type='email' class='form-control me-2 input' placeholder='Email address' aria-label='Email' name='email' required>\n        <button type='submit' class='btn_primary-filled_white'>Submit\n<\/button>\n    <\/div>\n    <p class='hubspot-status'><\/p>\n<\/form>\n<script>\njQuery(document).ready(function($) {\n    var form = $('#hubspot_form_69e0437706f82');\n    form.on('submit', function(event) {\n        event.preventDefault();\n\n        \/\/ Get email input value\n        var emailInput = form.find('input[name=\"email\"]');\n        var email = emailInput.val().trim();\n\n        \/\/ Required HubSpot fields\n        var portalId = '5408011';\n        var formId = 'cafa8eb8-dd43-46cc-bec7-9f87e85b1bdb';\n\n        \/\/ Prepare the data payload\n        var data = {\n            fields: [\n                {\n                    name: 'email',\n                    value: email\n                }\n            ],\n            context: {\n                pageUri: window.location.href,\n                pageName: document.title\n            },\n            submittedAt: new Date().getTime()\n        };\n\n        \/\/ Get the status element for this form\n        var statusElement = form.siblings('.forward-email-status-container');\n\n        \/\/ Send the data to HubSpot\n        fetch('https:\/\/api.hsforms.com\/submissions\/v3\/integration\/submit\/5408011\/cafa8eb8-dd43-46cc-bec7-9f87e85b1bdb', {\n            method: 'POST',\n            headers: {\n                'Content-Type': 'application\/json'\n            },\n            body: JSON.stringify(data)\n        })\n        .then(response => {\n            if (response.ok) {\n                if(statusElement) {\n                    statusElement.text('Thanks for Subscribing!');\n                    statusElement.css('color', 'green');\n                }\n\n                var userInfo = JSON.parse(localStorage.getItem('userInfo'));\n                if (userInfo) {\n                    userInfo.event = 'Form_submit';\n                    userInfo.email = email;\n                    userInfo.form_name = 'Newsletter';\n                    window.dataLayer = window.dataLayer || [];\n                    window.dataLayer.push(userInfo);\n                }\n\n                emailInput.val(''); \/\/ Clear the email field\n                window.dispatchEvent(new CustomEvent('newsletter-submit'));\n            } else {\n                return response.json().then(error => {\n                    if(statusElement) {\n                        statusElement.text('Error: ' + error.message);\n                        statusElement.css({\n                            'color': 'red',\n                            'padding-top': '10px'\n                        });\n                    }\n                });\n            }\n        })\n        .catch(error => {\n            console.error('Error:', error);\n            statusElement.text(\"There was an error submitting the form.\");\n            statusElement.css({\n                'color': 'red',\n                'padding-top': '10px'\n            });\n        });\n    });\n\n    window.addEventListener('message', function(event) {\n        const isFormCallback = event.data.type === 'hsFormCallback';\n        const isFormSubmitted = event.data.eventName === 'onFormSubmitted';\n        const iscurrentForm = !!event?.data?.id ? 'cafa8eb8-dd43-46cc-bec7-9f87e85b1bdb'.trim() == event?.data?.id : false; \n\n        if( isFormCallback && isFormSubmitted && iscurrentForm ) {\n            console.log('event', event);\n            window.location.href = 'https:\/\/www.dacgroup.com\/en-gb\/thank-you\/';\n        }\n    });\n});\n<\/script>                <span class=\"forward-email-status-container\"><\/span>\n            <\/div>\n\n            <button id=\"forward-form-submission\" class=\"subscribe-btn\" type=\"button\" onclick=\"triggerButton(this)\">\n                <span class=\"d-inline-block\">\n                    SUBSCRIBE                <\/span>\n                <span class=\"d-inline-block bell-container\">\n                    <svg width=\"28\" height=\"28\" viewBox=\"0 0 24 24\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n                        <path fill-rule=\"evenodd\" clip-rule=\"evenodd\" d=\"M3.5458 14.4774L4.50055 13.234C4.50657 11.8629 4.56791 9.80824 5.17539 8.00401C5.52706 6.95953 6.09459 5.89126 7.03537 5.08C7.70533 4.50227 8.51103 4.10149 9.44696 3.90922C9.50872 3.69984 9.5922 3.49047 9.70471 3.28979C9.91134 2.92122 10.2194 2.57523 10.654 2.33189C11.0827 2.09183 11.5478 2 12 2C12.4355 2 12.8969 2.08208 13.3272 2.31763C13.7695 2.55969 14.0812 2.91045 14.2866 3.28943C14.3999 3.49849 14.4813 3.71787 14.5396 3.93682C15.5444 4.18145 16.3788 4.69659 17.0444 5.38131C17.9498 6.3126 18.4937 7.50224 18.8321 8.60503C19.3645 10.3395 19.4725 12.1499 19.4944 13.1421C19.9371 13.6338 20.3502 14.1627 20.6914 14.626C21.9447 16.3277 20.6148 18.5001 18.7001 18.5001L5.52863 18.5C3.45543 18.5 2.28314 16.1217 3.5458 14.4774Z\" stroke=\"#171616\" \/>\n                        <path fill-rule=\"evenodd\" clip-rule=\"evenodd\" d=\"M9.0857 19.3749C9.431 19.1461 9.89639 19.2405 10.1252 19.5858C10.874 20.7159 12.7481 21.0858 13.9 19.5501C14.1485 19.2187 14.6186 19.1516 14.95 19.4001C15.2813 19.6486 15.3485 20.1187 15.1 20.4501C13.2518 22.9143 10.126 22.3027 8.87475 20.4143C8.64596 20.069 8.74041 19.6037 9.0857 19.3749Z\" fill=\"#171616\" \/>\n                    <\/svg>\n                <\/span>\n            <\/button>\n        <\/div>\n    <\/div>\n\n    \n    <script>\n        function triggerButton(button) {\n\n            var container = button.closest('[data-role=\"forward-email-subscription-container\"]');\n            var form = container.querySelector('[data-forward-email-form]');\n\n            if (form) {\n                jQuery(form).find(\"button[type='submit']\").trigger('click');\n            }\n        }\n    <\/script>\n\n<\/section>\n\n\n<p>One of the biggest quandaries for brands is understanding where social fits within the purchase funnel. The research sheds some light on this matter, discovering that 59% of Millennials, 50% of Gen Xers and 55% of Baby Boomers tend to follow a brand on social media\u00a0before purchasing a product. But expectations for engaging with a brand across social vary quite significantly, with Millennials following brands for entertainment value (38%) and information (42%), while Gen Xers are more likely to follow for contests (41%), deals and promotions (58%). Baby Boomers fall somewhere in the middle and are looking for a mix of deals and promotion (60%) and information (53%).<\/p>\n<p>The rate of engagement with a brand varies also. On a monthly basis, 32% of Gen Xers engage with a brand they follow. That percentage drops slightly to 30% for Millennials. When it comes to Baby Boomers, they\u2019re mainly observers with just 14% regularly starting a dialogue or interaction with a brand. Millennials are also twice as likely as any other generation to turn to social, rather than phone or email, to communicate with a brand.<strong> \u00a0<\/strong><\/p>\n<p>Maintaining interest and positive sentiment across social can also be an ongoing challenge for businesses. Gen Xers are nearly 160% more likely than the other generation to unfollow a brand that says something offensive or which challenges their personal beliefs. Millennials unfollow a brand if they\u2019ve had a bad experience (21%) or found a brand\u2019s social marketing annoying (22%). For Baby Boomers, too much spam causes 29% to opt-out of the relationship. Brands therefore need to be clear on what their customer wants, and be sure that their content is hitting the needs of each individual demographic.<\/p>\n<p>Across all three generations, 62% of respondents said they are \u2018likely\u2019 or \u2018somewhat likely\u2019 to purchase a product from a brand they follow on social media. An impressive 67% of Gen Xers will likely purchase something from a brand they follow, as will 60% of Millennials and 51% of Baby Boomers. When a customer has had a positive interaction with a brand on social, 71% said they\u2019re more likely to buy from that company.\u00a0But it\u2019s not all about conversions and sales; brands and businesses on social should be equally (and if not more so) focused on building brand and long-term loyalty with consumers.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Selecting the best social channel to invest in can be a difficult task for brands and businesses. It can be easy to feel pressured into embracing the newest trends, or jumping on the latest bandwagon, but a new piece of research goes a long way towards proving that sometimes it\u2019s better to stick with what [&hellip;]<\/p>\n","protected":false},"author":73,"featured_media":113928,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"content-type":"","reading_level":"Strategic","reading_level_confidence":0.78,"reading_level_needs_review":"0","footnotes":""},"categories":[2904],"tags":[],"class_list":["post-113926","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-strategy"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Facebook remains the social network of choice for three generations | DAC<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/strategy\/facebook-remains-social-network-choice-three-generations\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Facebook remains the social network of choice for three generations | DAC\" \/>\n<meta property=\"og:description\" content=\"Selecting the best social channel to invest in can be a difficult task for brands and businesses. It can be easy to feel pressured into embracing the newest trends, or jumping on the latest bandwagon, but a new piece of research goes a long way towards proving that sometimes it\u2019s better to stick with what [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/strategy\/facebook-remains-social-network-choice-three-generations\/\" \/>\n<meta property=\"og:site_name\" content=\"DAC\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/DACGroup\" \/>\n<meta property=\"article:published_time\" content=\"2017-03-03T22:01:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2024-12-31T12:11:40+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.dacgroup.com\/wp-content\/uploads\/2024\/12\/FACEBOOK-REMAINS-THE-SOCIAL-NETWORK-OF-CHOICE-FOR-THREE-GENERATIONS.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"860\" \/>\n\t<meta property=\"og:image:height\" content=\"347\" 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