Recently in 2019, GlobalWeblndex released its outstanding study that profiling Millennials characteristics and examining their digital attitudes and digital behaviors.

The full study is available for free to download, but here are some of the key findings related to millennials social media usage and their top social media platforms and what they mean for brands.

If you’re ready to be informed, then read on…

What is the Average Time Spent on Social Media by Millennials in 2019?

Millennials spend an average of 2 hours and 44 minutes on social media platforms each day, or around 18 minutes longer than the global average which is 2 hours and 26 minutes.

During this time of their day, millennials are not using a single platform. In fact, the typical millennial internet user has an average of 9.3 social media accounts.

It worth to be mentioned that social media is considered the most popular form of entertainment in its own right. This means that Millennials are increasingly becoming mobile-only as all entertainment-related activities (except TV) are mobile-first.

A Figure Shows the Average Time Spent on Social Media by Millennials in 2019

What Are the Top Social Media Platforms for Millennials in 2019?

Outside of China, Facebook still dominates the top social media platforms for millennials in 2019. And here is a list of the top 10 social media platforms by the rate of membership:

1. Facebook (88%)
2. YouYube (85%)
3. FB Messenger (78%)
4. WhatsApp (73%)
5. Instagram (71%)
6. Twitter (62%)
7. LinkedIn (45%)
8. Snapchat (42%)
9. Pinterest (39%)
10. Skype(35%)

Within China, WeChat is the most used social media network with a  77% membership rate and a 72% visitation rate among this audience.

It’s important to mention that, YouTube is the platform that can truly challenge the reach of Facebook. YouTube is the top social media platform in terms of the number of users/visitors.

A Figure Shows the Most Used Social Networks by Millennials in 2019

How to Reach Millennials Using Social Media:

If you’re struggling to make millennials engage with your Facebook page, you need to know how they use such platforms and engage with brands. Here is a quick glance;

• 6 in 10 of the surveyed millennials said that they use social media to research or find products to buy.
  • This figure goes as high as 74% in Latin America and 71% in the Middle East and Africa.
• Looking at the accounts millennials follow on social media, 30% follow their favorite brands or brands they are thinking of buying something from.
  • This figure goes as high as 57% in Latin America where and 38% in Europe.
• Among the top 10 brand discovery channels, ads seen on social media is ranked fourth with a rate of 30%. And regarding researching for brands, social media platforms are the second port of call for further research of a brand after search engines.

A Figure Shows the Top 10 Product Research Channels by Millennials 2019

Eager to learn more??? Check and download the full study on the Digital Marketing Community