In Audience Measurement

Verto Audience Spotlight: Social Media Savvy Millennials
Last month, Verto presented the webinar, “Verto Audience Spotlight: Social Media Savvy Millennials,” based on our new Audience Spotlight report series. Audience Spotlight monthly reports provide a cross-device, consumer-centric view on a specific audience, with a deep dive into user demographics and rich behavioral metrics on a selected audience segment. The latest webinar focused on Social Media Savvy Millennials, consumers between the ages of 18 and 35 who comprise the top 20% of all digital consumers based on time spent within social media and communications apps and sites. In this post, we share one of the key insights from the webinar. Interested in the others? Listen to the webinar on demand.

A Day in the Life of a Social Media Savvy Millennial
Understanding what a day in the life of a Social Media Savvy Millennial looks like provides a deeper, more nuanced understanding of this audience. It is integral to understand beyond platforms, which screens and apps do they prefer and at what points in the day? This chart shows the average time spent per user, broken down by the hour of the day. Social Media Savvy Millennials spend the majority of their time on smartphones. Peak activity on smartphones occurs between 5 pm to 10 pm, starting at the evening commute and continuing through the evening hours. This time is spent mostly on YouTube, Facebook, and Instagram. Peak activity on tablets happens from 1 pm to 3 pm, then holds steady from 7 pm through 10 pm. This time is dedicated mostly to Tumblr, Netflix, YouTube, and YouTube Kids. Peak activity on PCs occurs at 9 pm with a secondary peak at noon through 3 pm and is spent mostly on Tumblr, YouTube, Netflix, Amazon, and Google Search. Across all channels, time spent is predominantly concentrated in the afternoon and evening, which is integral for brands and publishers to understand as it indicates when this audience segment is most active.

What are the Top-Ranking Social Media Brands among Millennials?
Our list of top-ranking digital brands among Social Media Savvy Millennials shows the top ten brands by reach. As expected, the most popular social media brand is Facebook, reaching 99.5% of Social Media Savvy Millennials. They spend an average of 441 sessions per month engaging with the brand at an average session duration of 4 minutes and 35 seconds. Instagram comes in second, with a 93% reach and an average of 200 sessions per month and close to 3 minutes per session. Gmail comes in third, with an 87% reach among Social Media Savvy Millennials, with an average of 128 monthly sessions lasting almost 2 minutes each. Snapchat leads all entities in this category with a 263 Reach Index while Instagram has a 134. This goes to show that Snapchat does have a strong millennial audience, while Instagram and Facebook are older in comparison.

Understanding where, when, and on what platforms highly engaged users spend their time is key in turning data into actionable insights. For example, our Audience Spotlight report shows that regardless of device, Social Media Savvy Millennials spend the majority of their time online during the afternoon and evening. A closer look reveals that Exploring the Social Media Savvy Millennial demographic revealed that peak activity occurs in the evening on smartphones and that Facebook dominates reach. These types of insights can be integral for brands and publishers to understand as it indicates when this audience segment is most active.

Interested in learning more about Social Media Savvy Millennials? Check out the webinar on demand here.

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