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A new generational change is approaching in digital platforms with the almost dominance of Generation Z in the network.
However the Social media will win nearly 4 million Internet users, all of them from the growing group of centennials.
Today we can find a wide variety of users in the Social mediasegmented into digital platforms and interest groups, but belonging to different generations… something that could soon change.
Though the true technological explosion and the boom of social networks began with the Millennial Generation –young people born between 1981 and 1996–, are the so-called centennials –from 1996 to 2012– those who are truly leading the digital market. And it is that to understand this generational change it is necessary to understand how the networks were established at the peak of the interest of both Internet users and advertising and information dissemination entities.
The market was established more than 15 years ago, with waves and trends of young people looking for a place in the digital society, establishing a more sectioned market in which groups with particular interests, even belonging to what were then called “urban tribes” grew. these communication tools to popularize platforms like Hi5, MySpace and, of course, Facebook.
Many consider that the millennials they are the zero public Social mediabut they are also responsible for focusing the attention of all industries and technologies on this space, since their demands and needs have allowed the digitization of life to be exploited with greater speed and agility, giving endless opportunities to a new market. .
Nevertheless, as in any market, the audience has been changing over timebecause by allowing all kinds of people to enter social networks, millennials little by little they were leaving the popular space and the general view; Facebook began to have competition at the time that the boomers –from 1946 and 1965– conquered it, when adults (parents, uncles, teachers) began to occupy the same space as their potential users, giving rise to the creation of new platforms and, with it, the beginning of hyper-segmentation, with the creation of unique, specific networks, with limited access, with greater data protection and security and, above all, with the option of limiting an activity to specific groups.
Today, with multiple platforms and digital applications, it seems that history repeats itselfbut in a context where There are more than 4 thousand 620 million users connected to social networks around the worldthat is to say, that approximately 58 percent of the population is already browsing, who stay connected an average of 2 hours and 27 minutes daily to see all kinds of texts, images and videos.
The social networks with the highest percentage of users in Mexico:
Social media: centennials will replace other generations in the Web3
Everything points to the baby boomers and Generation X –from 1965 to 1982– will be left out of the equation and Social Media will be, shortly, led by those of the gen z, because while digitization advances and is renewed, it is the centennials those who are dominating the market; the latest eMarketer stats reveals that at least 4 million consumers in this group will become new social media users by 2022, that is to say, they are adolescents who are beginning to be interested in and have access to the web, something that would represent a growth of 8.4 percent compared to the previous year.
And it is that it’s up to the youngest of this era to open an account on the platforms they find most attractivewhich is nothing like the election of 15 years ago… the trend says that, if we keep up with the centennials As before, between 2021 and 2025 there will be 13.8 million new users on social networks.
In order of priority, the networks that are growing the most are: Reddit (+15.3%), TikTok (+11.5%), Instagram (+10.5%), Pinterest (+7.9%), Twitter (+5 .9%) and Facebook (+4.9%).
According to the eMarketer report, Generation X are the ones that will present a decline first, since they entered in order to share photos of their family and connect with their children, but as they grow older and exclude them from the new platforms , as well as their concern for data privacy, begin to reduce their presence. Furthermore, even if their children move from Facebook or Instagram to TikTok, most adults aged 56 to 40 would rather disappear than follow them to the Chinese platform.
Likewise, the baby boomers (ages 55 to 75) fell 0.6 percent last year and is expected to drop 1.3 percent by 2022, giving rise to the inevitable and all-time trend… millennials (from 26 to 41 years old) that for the moment is growing but on a small scale, with only 0.6 percent this year.
And it is that seeing these figures, it is normal to think that today the centennials they are the ones that will dominate the network, turning the existing digital offer around and focusing their new interests on digital platforms, on the new ones, leaving behind the trend of the millennium and waiting for the process of a new cycle.
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