Does the latest Accenture study showing Gen Y social networking interest plateauing forecast a larger, future declining interest in social networking? Is this social media early adopter demographic’s dismissal of Twitter and the leveling of from large-scale online interaction serve as the canary in the social media coal-mine? Could this fatigue hit the larger, marketing-coveted Gen X and Baby Boomer demos within the next 12-24 months?
It is encouraging to see the huge uptick in Boomer and Gen X adoption of social media but reading stories about teens tagging social networking as “too much drama” and for “losers” should be of concern. Gen Y does use social media for very different purposes than Gen X — their social circle is closer and smaller, they have less interest in business networking, they’re too young to embrace nostalgic online reconnections — but I believe that as go the kids so goes social media. If the thrill is gone with Gen Y, what’s the social life cycle going to be for Boomers and Gen X? If a young demographic that has more free time than older ones is feeling social media fatigue, imagine how those with jobs, families, and larger time demands and responsibilities will feel when too many updates and applications and the social media marketing and advertising avalanche becomes too much.
More questions than answers for sure. But we need to start thinking about this potential fatigue and how social media platforms and marketing can avoid and/or alleviate it.
{ 2 comments… read them below or add one }
I keep trying to answer your questions, but find it difficult, so I’ll just ask some new ones! Is the younger generation dismissing Social Networking because they don’t see the benefits or because of mere rebellion? I had an interesting experience where I went to speak about Twitter to a class. While I was there, I thought for all the world they were falling asleep on me, totally unattentive. Yet within 24 hours, half the class had signed up for Twitter accounts and had over 100 followers. The other question is the “too much” question ~ will it all be too much for even adults to keep up with. Ahhh, that is the question I myself am seeking to answer. Stay tuned.
Thanks for the thought provoking post.
I had a similar experience to Lisa. We were talking about Twitter in class and I mentioned I used it. The next day students were signing up and following me.