UK millennials are Europe’s heaviest users of social media, according to new research by comScore.
The research company takes a pretty broad definition of the generation that currently fascinates advertisers the most, bracketing them as 18-34 year olds.
Analysing their online habits in July 2016 comScore found the multi-platform reach of social media sites among UK millennials to be Europe’s highest at 97.6% (see chart below).
Looking in more detail at UK millennials’ social networking habits and Facebook can be seen to have a commanding lead of its competitors in this age group, in fact comScore says Facebook’s multi-platform reach was a ‘staggering’ 90.2%. That’s more than 30 percentage points higher than second-placed Instagram, which Facebook acquired in 2012 for $1bn.
Mobile key to reaching millennials via social media
The study also confirmed what we see every day – millennials love mobile devices as networking tools. Mobile reach for Social Media sites for this demographic was 99.3%, compared to a Desktop reach of 91.4%.
Facebook once again leads when it comes to mobile – with a reach of 97.9%.
But it’s not all about millennials. Taking the somewhat curious decision to divide the population into those below and above the ripe old age of 35, comScore notes that social media sites are also popular among 35+ audiences, reaching 94% of people and with Facebook once again topping this list.
However, contrary to millennials, the 35+ audience (just possibly because it includes two or more generations) were found to still prefer the desktop (91.1% reach) to mobile (90.2%) for social media.
Social media engagement
When it comes to social media engagement, Facebook triumphs here too, retaining its audience for much longer than its competitors. On average, millennials spent 795 minutes per month on ‘Facebook sites’ – it’s not clear if this includes Instagram, but it is still more than double the time spent on Snapchat.
Unsurprisingly, millennials are more easily reached than consumers aged 35 and over via social media sites, where they spend on average 558 minutes longer each month.