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Affluent Gen-Y Hooked on Social Media, Brands

January 3, 2011

Digital media is trouncing traditional channels among up-and-coming Millennials: 81% of affluent Gen-Y adults use Facebook every day—roughly double the number who read newspaper content (45%) or watch TV (44%) daily, according to a new study by L2. Moreover, 45% of such consumers read at least one blog every day.

Gen-Y affluents are 27 years old on average, and they are on a path to earn over $100,000 annually in the short term, and double that income within the next five years, according to the study.

Facebook is fundamental among Gen-Y affluents:

  • Over one-half say their attitudes about brands are shaped by Facebook.
  • 54% have "liked" a brand on Facebook in the previous month.
  • 38% have posted a comment in the previous month.
  • 30% have "shared" brands with their networks in the previous month.

Below, other findings from the L2 study titled Gen Y Affluents, based on a survey of 535 young adults.

Gen-Y affluents are both brand aware and eager to interact: Three-quarters have some affinity for brands, either "following a few good brands" (43%) or getting the "occasional brand crush" (32%); another 12% are self-proclaimed brand "devotees."

Connecting With Brands via Social Media

Women are more likely than men to engage with brands via social media: 80% of female Gen-Y affluents do so, compared with 63% of male Gen-Y affluents. Women are also more likely than men to connect with brands for special offers (38% vs. 28%) and cite brand content as a reason for engaging (15% vs. 10%).

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  • by Cathy Burrell Thu Jan 6, 2011 via web

    WOW!! I am a retail consultant working with retailers who are reluctant to participate in social media. Information like this goes so far, when I am trying to explain how the WORLD IS CHANGING!!

  • by Julie Mon Jan 31, 2011 via web

    This seems to be a rather narrow cross section.

    According to the US Census Bureau ( there are 63,107 adults between 20-34 years old. This means the 0.0085% chosen high-achieving and high-earning cross section could give false impressions of the whole.

  • by Julie Mon Jan 31, 2011 via web

    I'm sorry, 63,107,000 adults between 20-34.

  • by Winfried van der Veen Tue Apr 12, 2011 via web

    Gen-Y is not the same as 20-34, but a (growing) section of that age group. Still, the sample doesn't have to be larger to produce reliable stats.

    The big picture: brands cannot afford not to use social media - in getting their message accross ánd in getting relevant feedback from the customers

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