Interaction between consumers and brands has become core to the digital marketing experience. Campaigns have become more sophisticated and targeted, enabling brands to reach users on their favorite platforms, and users have responded to this personalization with increased brand engagement. A Q1 2017 report from Sprout Social examined brand loyalty among Millennials, Gen X and Baby Boomers.
According to the report, “The Facebook Generation is officially every generation,” Facebook is still the top social network. Specifically, 64.7 percent of Gen X and 65.2 percent of Baby Boomers preferred Facebook, while only 33 percent of Millennials favored it. Despite this difference, Facebook remains the most popular social network overall.
Elsewhere, the report showed Gen X and Millennials have similar habits, with nearly 50 percent of both groups currently following brands on social. By comparison, less than a quarter of Baby Boomers follow brands. When looking at when users follow brands, the report showed more than 50 percent of all users followed brands before making a purchase.
In addition, the report found different generations have different reasons for following brands on social. Specifically, Millennials are looking for entertainment and information, while Gen X and Baby Boomers want promotions and deals. Regardless of the reason for following, positive interactions with brands on social led 71 percent of surveyed users to say they were more likely to make a purchase.
For more detailed information on industry bias for each generation, and to see what brand behaviors can lead users to unfollow, check out the full report.
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