Audience Spotlight: Social Media Savvy Millennials

The Verto Audience Spotlight provides a cross-device, consumer-centric view on a selected audience segment, with a deep dive into user demographics and rich behavioral metrics on an unduplicated audience segment, including media assets across all the key digital devices, and across app and web properties. This month, we take a closer look at Social Media Savvy Millennials, those users between the ages of 18-35 who comprise the top 20% of all digital consumers based on the amount of time they spend with social media and communications apps and sites. Is Facebook losing Millennials to Snapchat as quickly as it’s losing teens? What other apps are popular among Millennials, and when? Read our report highlights below, or download the full 12-page report here.

Who is the Social Media Savvy Millennial?

Based on Verto Analytics data about consumer behavior, we have divided Millennials into three distinct categories based on how they spend their time online. Social Media Savvy Millennials comprise the top 20% of all Millennial social media and communications users, based on the amount of time they spend per month with social media and communication brands. And while Millennials comprise 29.5% of the total U.S. adult online population, Social Media Savvy Millennials comprise 4% of the total U.S. adult online population.

A Day in the Life of Social Media Savvy Millennials

Beyond demographic data, understanding what a day or week in the life of a Social Media Savvy Millennial looks like provides a much deeper, nuanced understanding of Social Media Savvy Millennial audiences as a whole. Which screens and apps do they prefer to use at what times of the day or week, and when it comes to social media and communications, which brands do they use and when?

Verto’s analysis of a day in the life of a Social Media Savvy Millennial reveals distinct peaks and dips over the course of the day and even across a given week, based on time of day, devices used, and which sites and apps are accessed. As seen in the chart above, Social Media Savvy Millennials spend the most time on smartphones.

  • Peak activity on smartphones happens at 4:00, 17:00, 20:00, and 22:00, and is spent mostly on YouTube, Facebook, and Instagram.
  • Peak activity on tablets happens at 7:00, 13:00, 15:00, 19:00, and 22:00 is spent mostly on Tumblr, Netflix, YouTube, YouTube Kids, LIVEJOURNAL, Facebook, and Snapchat.
  • Peak activity on PCs occurs at 4:00, 10:00, 12:00, 17:00, and 21:00 and is spent mostly on Tumblr, YouTube, Netflix, Amazon, and Google Search.

Interested in more insights about the digital behaviors and demographics about Social Media Savvy Millennials? Download the full report here.