- 34% of respondents have deleted social media accounts completely;
- 41% of respondents say they waste too much time on social media;
- 35% believe that their generation is too distracted by their online lives.
It is important to note that these are not a majority of respondents, but certainly a number large enough to make a marketer pay attention to how this will continue to unfold.
The platforms that Millennials quit most often are Facebook, Instagram and Twitter (they still have Snapchat). Does this mean that advertising to this group on these apps will soon wane in effectiveness? Or will the effectiveness increase because the audience that remains is more engaged? Will marketers have to spend even more generating content and images to ensure they get attention of the audiences they seek? It's very hard to tell. What is also hard to know, is how long this phase will last. People in their mid-late-twenties can be a bit fickly and reactionary still. The way society has evolved makes it very hard to leave social media behind completely, especially the society that a Millennial lives in.
Some relief can come from the fact that Gen Z still purchases through online ads - phew! 57% of them said that a celebrity endorsement helped them take the plunge and try a new product, meaning influencer marketing is still alive and well.
It is hard to know what conclusions to take from this survey other than the constant changing nature of digital advertising. The one consolation is the ease at which a strategy can be updated, even temporarily, to reflect trends in society.
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