Social media is an integral part of our lives, enabling global connectivity and fostering the exchange of ideas, information, and experiences. It allows users to maintain relationships, stay updated on current news and events, and participate in communities of shared interests.
Compared to other forms of media it is a cost-effective method for businesses to promote products, reach their target audience, and drive revenue growth. It enhances brand visibility, helps build long-term customer relationships, and serves as a key platform for securing donations, raising mission awareness, and fostering a community of advocates. With access to global customer data and powerful analytics, social media provides a competitive advantage and significantly informs an organisation’s digital marketing strategy.
As of January 2024, 82.5% of all internet users in Australia were also active on social media platforms. With 25.31 million internet users and 20.80 million active social media user profiles. When compared to other countries, Australia demonstrates a remarkably high social media usage rate. This extensive engagement highlights the potential of social media as a powerful tool for marketing and customer engagement.
Understanding age-specific social media habits can help businesses and NFPs tailor strategies to reach and engage their target audiences effectively.
Different age groups use social media for different purposes, this includes:
Gen Z (11-26 yrs old)
60% of Gen Z members depend on social media for news, favouring short-form videos and influencer content. They frequently access news, entertainment, and community involvement through platforms such as TikTok, Instagram, and Snapchat, making them the most active demographic on these platforms.
As digital natives, Gen Z values authenticity, diversity, and sustainability, prompting brands to adopt transparent and inclusive practices. Their significant online presence and increasing purchasing power are transforming marketing strategies and eCommerce landscapes, making genuine engagement with this generation essential for businesses.
Millennials (27-42 years old)
Millennials heavily use social media for networking, staying updated, and staying connected. Their usage has doubled for work-related purposes, with 30.7% citing it as their primary driving force. They also follow experts and influencers.
Gen X (43-58 years old)
Gen X uses social media mostly for networking and news. Social media is a vital tool for both personal and professional activity as it keeps people informed about current events and fosters professional connections. Social media continues to be an essential source of information for this generation.
Baby Boomers (59 to 77+ yrs old )
For this cohort, their primary goals when using social media are to stay in touch with loved ones and stay up to date with current news. Despite spending less time on social media than younger generations, they rely heavily on it for communication and information-seeking.
(Graph Source: Australia – generational breakdown of social media users by platform 2020 | Statista)
Understanding the unique social media behaviours and inclinations of different age groups provides businesses significant opportunities for effective marketing and consumer interaction.
Through social media analytics, businesses can also gain insights into consumer behaviour, preferences, and market trends, leading to more strategic decisions and enhanced marketing efforts. It also enables direct customer engagement, fostering real-time feedback and building stronger connections.
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