Social media usage is declining among Gen Z and millennials

New Ideas in MarketingEssential news for marketers, summarised by YouGov
September 18, 2019, 6:36 AM UTC

They prefer emails as a “mainstay for communication.”

This article cites a study reflecting a drop in the social media usage among Americans within the age group of 12 to 34 years. While only Snapchat showed stable usages, Instagram was the sole network that observed growth, from 64% in 2017 to 66% in 2019.

Millennials and Gen Z prefer a self-directed, independent and “much less straightforward” digital shopping experience. Since this group rejects traditional ads and cold sales pitches, marketers should work towards authentically engaging with them. The article states that 67% of consumers are likely to make a purchase if the site is mobile-friendly.

Hence, great design, user experience and website responsiveness should be the foundation of a brand’s strategy. Businesses must provide consistent value through various stages of the marketing lifecycle to hold audience attention.

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