In the digital engagement and social media marketing bubble, we blissfully live thinking that the reason Facebook and Twitter exist is to keep in touch with our clients to, you know, sell them stuff. Well, consider that bubble popped. A new study says that folks use social media to — hold on to your hats for this one — actually keep in touch with friends! I know, it’s a shock. Just breathe deeply and we’ll get through this together.
All sarcasm aside, Nielsen’s new report entitled, “State of Social Media” wasn’t all bad news for branding gurus. Sure, 91 percent of users who are parents say they put up with social media to find and stay in touch with old friends. And 87 percent of childless folk say they use the sites to keep connected with their families.
But the little study also came up with some interesting news about mommies and daddies and their relationships to brands while they’re online: 71 percent of parent users say they like to hop on social media to read consumer feedback and 64 percent use social media to score coupons and deals. Their non-parent counterparts are far less interested in yammering about products. The numbers spiked when it came to uses of social media for gaming (63 percent)and entertainment (43 percent) among people without children. Yet overall, the mommy and daddy set seem to be using social media more.
While none of this research is really surprising, the interesting thing is how the major demographic of social media has changed. Once upon a time, it was primarily college kids and 20-somethings. Parents are now 26 percent more likely to use social media daily than non-parents, according to the study. Now people with families are using Facebook to swap baby photos and get information on family brands. And the brands have noticed. Look at Hallmark for an example of a company who is paying attention to who is on social media sites.
But here’s my question for you kids: Has the mommization of social media made it an unhip channel to market on? Sound off below!