Wed Nov, 2011 by Derek Mehraban
Lightspeed Research has revealed that more people receive their news from Facebook feeds than from Twitter feeds. The data is broken down into age groups and the type of media outlet consulted. TV still dominates across all age groups as the main source of news. For consumers over 34 radio comes in second. Consumers younger than 34, instead, consult a news website or a newspaper’s website second most for news.
The social networks options presented were Facebook, Twitter and Other Social Network. 18-34 year olds are more than twice as likely to reach out to Facebook than to Twitter and Twitter is three times more likely to be the source than Other Social Network. However, between the two groups older than 18-34 Twitter and Other Social Network are almost even and Facebook’s advantage is slight. In the end though, about 10% of all news consumers are turning to Facebook for news coverage and/or additional information. That is a number that will probably rise.
The digital marketing agency needs to keep in mind the desired age group of campaigns. Differences are steadily showing among age groups. Some of those differences are easily seen among the old/new media divides. But age is also showing an increasing importance in differences among online preferences. Twitter is increasingly becoming older, findings that have been echoed in other research. Facebook is becoming increasingly important for almost everyone, but the growth in importance is much faster the younger the user.