Study Finds Decreased Social Media Use Among Many Younger People
A study by technology research firm Gartner, which recently surveyed 6,295 people between the ages of 13 and 74, reveals almost a quarter of 18- to 29-year-olds use social networking sites like Facebook and Twitter less than when they first signed up for the services, with many saying the services simply aren’t that much fun anymore.
“The trend shows some social media fatigue among early adopters,” says Brian Blau, research director at Gartner. “And the fact that 31 percent of younger consumers indicated that they were getting bored with their social network is a situation that social media providers should monitor, as they will need to innovate and diversify to keep consumer attention.”
Younger users, however, are less concerned about privacy issues than older respondents, with only 22 percent of teenagers citing decreased use because of privacy concerns compared with 33 percent overall.
Lead researcher Charlotte Patrick said, “The level of consumer concern around privacy will require ongoing vigilance for brands concerning customer opt-in and education. Lessons should be learned from the likes of Facebook as they test the boundaries of consumer tolerance in search of more revenue.”