Who uses TikTok? Look no further than your local high school or nearest university.
But what about Facebook? These are your Friends fans who grew up with it on NBC in prime-time or in reruns on Nickelodeon, a just-released research study from NuVoodoo Media Services shows.
The findings could yield important insights into how your broadcast media station can best interact with audiences via the social media platform they are more likely to engage in.
NuVoodoo’s January “VoodooVision Consumer Study,” based on interviews with more than 5,327 14-54 year-olds across the U.S., revealed “a massive increase” in TikTok use by American 14-26 year-old respondents, known collectively as Generation Z.
Nearly one-third of Gen Z respondents now use TikTok four times or more every day.
While that’s a big headline, the study also found “a surprising resurgence” in Facebook use by Millennials and Gen Xers.
Leigh Jacobs, Executive Vice President of Research Analysis at NuVoodoo Media Services, commented, “We’ve been surprised by Facebook’s resurgence, at better than six in ten in these generations using the app at least daily, nearly equaling the draw of YouTube among Millennials and far surpassing it among Gen Xers.”
The study is NuVoodoo’s first since Facebook made major changes to its algorithm to allow content to surface outside of friend connections in its feeds. And, the findings show Facebook “is now surprisingly sticky” among older generations, despite all the negative publicity surrounding the platform.
These and other findings will be presented to the audio industry in a NuVooDoo webinar on Thursday, March 2, at 2pm Eastern that will repeated on two later dates. Click the hyperlink for more information.
