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Research Outline
Prepared for Zena B. | Delivered February 6, 2020
18-34 YO Females Marketing Content and Social Media
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Goals
To determine what marketing campaigns/content have resonated with 18-34 year-old females. To determine the top social media channels they use, how they use them, their motivations and how best to engage this demographic.
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Early Findings
Millennials
AdWeek reported in 2017 that
40% of Millennial females
identified
Instagram
as the best way for brands to engage them.
A report from eMarketer also identified
Facebook
as the top used social network among Millennials in general in the US.
Around
58.5 million
Millennials used Facebook in 2018.
Instagram
is the second top social media among this demographic, with
43.3 million
Millennial users in 2018.
Digital Marketing
reported in 2018 that
88%
of users in Facebook are Millennials.
83%
of
YouTube
users are Millennials.
77%
of Facebook messenger users are Millennials.
Gen Z
Business Insider reported that
Snapchat
and
Instagram
were more popular with
teens
(12-17 years old in 2018).
The article also reported that
Facebook is losing teen users
on its platform, with a forecast of
9.3 million
teen users in
2022
from
12.1 million
in
2017
.
The Manifest reported that
89% of Gen Z
used
YouTube
at least once a week compared to
86%
of Millennials.
Gen Z
users also reported using
Instagram
(
74%
) and
Snapchat
(
68%
) at least once a week.
Motivation
44%
of users age 21 to 34 years old in 2018 said their top motivation for using social media was to
fill up spare time
.
43%
said they use social media to catch up on what their
friends
were doing.
Another
43%
said they use social media to
read current news
and events.
54%
of users said they
follow people
they know in real life in social media.
42%
said they follow
brands
that they like.
39%
said they follow
actors
on social media.
Over
70%
of Gen Z use social media to
post images
.
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