Nearly everyone and their mother is on social media. Literally. But, thankfully, that’s where the similarity ends. When it comes to sharing across social media, the generational divide is stark.
Accenture Interactive’s Acquity Group’s 2015 Next Generation of Commerce Study took a deep look into social habits across demographics. “Our study looks at the way digital technologies such as social media are shaping customer preferences,” said Accenture Interactive managing director Jay Dettling. “Marketing is witnessing a huge shift in what consumers expect from brands during their buying journey. The insights and data points provided in our report will help marketers better understand how consumers want to digitally engage with products and services and help them create updated experiences that resonate.”
Where millennials rush to buy a product they saw on their feeds, the 69-and-over crowd doesn’t buy into the hype. But good news for marketers: Facebook is the most trusted channel across all media for brand content.
This story first appeared in the Sept. 14 issue of Adweek magazine.