A recent Nielsen report has found that the heavy social media user group isn’t Millennials. Generation X (those aged 35-49) was revealed to spend almost 7 hours per week on social media, whilst Millennials spend just over 6 hours per week. Meanwhile adults aged 50 and over were found to spend an average of 4 hours 9 minutes a week on social.
The findings came as a surprise to the president of Nielsen’s social division, Sean Casey, as he noted that social media is usually associated with a younger audience and in fact, is often seen as being synonymous with millennials.
The report has also highlighted how ubiquitous smartphones have become with 97 per cent of 18 to 34-year olds and 94 per cent of 35 to 49-year olds having access to a smartphone device. Additionally, 77 per cent of those 50 and older were also found to use smartphones.