Original article by Roy Morgan
Market Research Update – Page: Online : 17-Apr-20
The latest research from Roy Morgan shows that Facebook is the most popular Social Network across several generations of Australians. Facebook is used by 65% of Pre-Boomers (born pre-1946), 86% of Baby Boomers (1946-1960), 87% of Gen X (1961-1975) and 90% of Millennials (1976-1990). Video streaming site YouTube is the most popular Social Network for the two youngest Generations, used by 91% of Gen Z (1976-1990) and 72% of Generation Alpha (2006-). However, beneath these two market leaders differences in preferences really stand out. Photo-sharing site Pinterest is the third most popular Social Network for both Pre-Boomers (used by 20%) and Baby Boomers (32%), while Instagram is the third most popular choice for Gen X (40%), Millennials (61%), Gen Z (69%) and Generation Alpha (19%). Meanwhile, new short-video site TikTok is now the second-most popular Social Network for Generation Alpha (21%). These results are based on in-depth Roy Morgan Single Source interviews with more than 25,000 Australians aged 14+ over the 6 months to February 2020 and over 1,000 interviews with Young Australians aged 6-13 years old during the six months to December 2019.
ROY MORGAN LIMITED, FACEBOOK INCORPORATED, YOUTUBE INCORPORATED, PINTEREST, INSTAGRAM LLC, TIKTOK