Facebook Becoming A Major Player During Working Hours
October 26, 2011 at 3:51 AM (PT)
If TV is looking in its rear-view mirror, it's FACEBOOK that it sees gaining fast. EMARKETER.COM reports, "during working hours, the social network has already beaten the boob tube in consumer media time spent."
FRANK N. MAGID ASSOCIATES GENERATIONAL STRATEGIES has released a study of consumers of various ages, asking which media they use throughout the day. "Between 9a-5p, more consumers surveyed reported using FACEBOOK than watching TV," notes EMARKETER. "This was true for each age group broken out from ages 15-46. Among the youngest consumer group, 8-14-year-olds dubbed 'iGens,' 16% logged on to FACEBOOK during those hours, the same percentage who said they tuned in to TV."
The only group hanging on to the TV habit are baby boomers, who preferred TV to FACEBOOK at all times surveyed. The social network did reach 26% of baby boomers between 9a-5p, so it is still a major factor in that demo.
"Millennials were the most stalwart FACEBOOK users during the work day," notes EMARKETER. "Thirty percent of teen millennials (ages 15 to 17) spent time on the social network, vs. 24% who spent time with TV. Among adult millennials, 44% said they went on FACEBOOK (presumably while at work or school) during the 9a-5p period, while 28% watched TV."