This isn’t really a big surprise, but a Nielsen study shows that 18-24 year olds prefer Facebook to TV both during prime time and the day time. What’s more, seniors are all about the TV.
People 55 and over popularized day time soaps on television in the 1970s, long before today’s youth were thought of. The younger generation, however, doesn’t mind trading those soaps for their own Facebook drama during the time those soaps are being watched by Mom and Dad and Grandma. Here’s what you should be thinking about from a marketing perspective.
People don’t change their media habits all that much. Just as older people starting the soap watching trend and continue to watch soaps, 18-24 year olds have their own trends. They will likely not change them either. But, in another 30 years, there will be more younger people coming of age. As the teenagers of today – and next decade – come of age, they are more likely to follow the trendsetters of today’s 18-24 year olds. They’ll be on Facebook more than on TV.
I predict two things will happen:
- As the older generations die off, you’ll see TV viewing decline and Facebook usage (social media usage in general) increase;
- More and more advertisers will shift their marketing dollars from TV to social media.
This is going to be a gradual and steady shift over the next 10-30 years, but I see it happening. The question is, what are you going to do about this shift? Will you start using social media more and transferring your marketing dollars to online marketing as opposed to TV?