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How They Mix & Match Platforms to Manage Information, Relationships and Brands
BOSTON, MA--(Marketwired - Mar 16, 2016) - According to Fluent, a leading college marketing and insights agency, the mosaic of social platform use and preferences among the demographic of digital natives (current college students or GenZs) comes into focus when looking at the distinctive communication roles each plays in young adults' lives. When asked for their top three "most used" platforms, this social influential group placed Facebook (67%), Snapchat (51%) and Instagram (50%) at the top. Snapchat in particular is hot on Facebook's heels, with 33% of users citing increasing use of the platform, while Facebook's audience remains relatively steady across the board.
"Facebook leads the pack by being the foundation for communication with anyone -- from new to long-time friends, to family spread far and wide, as well as for favorite brands," says Fluent EVP Michael Carey. "The platform keeps on top of technology trends, from messaging to video, and that's helped solidify its position as this generation's default social platform. In turn, Snapchat and Instagram are leading platforms for Gen Z when it comes to maintaining more immediate and closer relationships."
The critical insights came in what young adults use each platform to accomplish, based on their respective strengths.
Facebook: The Foundation
Snapchat & Instagram: The Intimacy Builders
YouTube & Pinterest: Where brands and celebrities rule
Young Gen Y and Gen Z do actively follow brands and celebrities on all platforms to some degree, but there are a few that stand out.
Other findings include:
This survey was conducted March 1 - 4, 2016 and drew 1,310 respondents between the ages of 17-24 from across the country. Platforms included in questions across the survey were: Facebook, Facebook Messenger, Instagram, Kik, Peach, Periscope, Pinterest, Snapchat, Snapchat Stories, Twitter, Vine, WhatsApp, and YouTube. Other platforms reported by respondents included LinkedIn, Tumblr, Groupme, WeChat and Reddit.
Specializing in "translating brands for the college world," Fluent works with clients who want to understand and engage College Millennial Consumers (CMCs) nationwide, both on- and off-campus. With a network encompassing more than 1,000 colleges and universities, Fluent's capabilities include campus activities and programs, College Millennial Consumer insights, digital and social media strategy and activations, and experiential programs. Clients have included major brands such as Kellogg's, Microsoft, Macy's, Keurig, Jack in the Box, Skype, Zipcar, Kotex, Dove and L'Oreal. For more information, visit: www.fluentgrp.com.