As you may know from previous blog updates, we recently had our annual JSH&A Staff Day where we shared informative presentations about the latest developments in PR and of course, social media. While researching for my team’s presentation I found a ton of great information from Pew Research Center. One study, “Social Media and Mobile Internet Use Among Teens and Young Adults” highlighted some particularly interesting blog trends:
- 14% of online teens now say they blog, down from 28% of teen internet users in 2006.
- This decline is also reflected in the lower incidence of teen commenting on blogs within social networking websites; 52% of teen social network users report commenting on friends’ blogs, down from the 76% who did so in 2006.
- By comparison, the prevalence of blogging within the overall adult internet population has remained steady in recent years. Pew Internet Project surveys since 2005 have consistently found that roughly one-in-ten online adults maintain a personal online journal or blog.
Beyond blogging trends, the study also shared telling statistics on social network usage by age group. Of all the insight shared, I found the demographic information on Twitter most noteworthy. While teens are bigger users than adults of almost all online applications, the study showed that Twitter is an exception:
- 8% of internet users ages 12-17 use Twitter. This makes Twitter as common among teens as visiting a virtual world, and far less common than sending or receiving text messages — as 66% of teens do — or going online for news and political information, done by 62% of online teens.
- Young adults lead the way when it comes to using Twitter or status updating. One-third of online 18-29 year-olds post or read status updates.
As you can see, social media usage trends can change rapidly across any given demographic. I think the findings of this study are a great reminder to PR pros that the first step in creating successful social media campaigns is using the most recent information available to identify where our target consumers are spending their time.
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