Baby boomers are using the social networking site, but still prefer TV
People use socal networking site Facebook more than TV during work hours, a new study by Frank N. Magid Associates Generational Strategies revealed.
The study surveyed consumers of various ages about how they spend their media time throughout the day. Between 9am and 5pm, more consumers surveyed reported using Facebook than watching TV. This was true for each age group broken out from ages 15 to 46, eMarketer said.
Among the youngest consumer group, 8- to 14-year-olds, 16% logged on to Facebook during those hours, the same percentage who said they tuned in to TV.
However, baby boomers were the exception. Those surveyed preferred TV over Facebook at all hours. But 26% of those surveyed used the social network between 9am and 5pm as well, said eMarketer.
Millennials were the most stalwart Facebook users during the work day. Thirty percent of teen millennials (ages 15 to 17) spent time on the social network, compared to 24% who spent time with TV.
Among adult millennials, 44% said they went on Facebook (presumably while at work or school) during the 9am to 5pm period, while 28% watched TV.
Evening hours, including primetime, remain the best time for TV ads as audiences of all ages begin to lose interest in Facebook and pay more attention to television, said eMarketer.