With the rise in the number of different social media networks, 2016-2017 witnessed a considerable slowdown in the trend of a number of accounts held by internet users. A contributing factor here was the relentless copycatting between platforms leaving little difference between cross-platform functionalities. GlobalWebIndex’s data highlights that this ceiling in the growth multi-networking has been hit mainly among Millennials and Gen X, who have hovered around nine or seven accounts respectively.
GWI highlights that considering many Baby Boomers have adopted social media relatively late compared to their younger counterparts, it makes sense that their social media portfolio growth will be a lot steadier and drawn out in comparison. For these older users, it’s Facebook and YouTube which comprise the lion’s share of their networking behaviors, so this growth is primarily stemming from second-tier platforms like Instagram, LinkedIn and Twitter.
For the Gen Zers, GWI found that there is an enthusiasm for smaller and more specialized platforms, especially visual ones like Snapchat, Instagram, Tumblr and Pinterest.