Survey: Facebook Losing Favor Among Millennials?

The average millennial reportedly checks their phone more than 150 times per day. But where (i.e. Facebook) this demo (18-38) checks on favorite brands is changing, according to new data from Moosylvania, a 40-person marketing agency based in St. Louis.

“We know they are on the channels talking with their friends. What we want to know is how and where they are connecting with their favorite brands,” said CEO Norty Cohen.

In a January mobile-only survey, respondents were asked how they connected with their favorite brands on their smartphone. The survey compared responses from 2017 to 2018.

Respondents that used Facebook declined from 52% to 40% among younger millennials (17-27) and from 48% to 33% among older (28-38) millennials.

Despite the drop, Facebook remained the largest go-to platform among respondents.

“[It] can’t be overlooked,” said Cohen.

Indeed, Facebook had 2.2 billion monthly active users in the fourth quarter of 2017, according to Statista.com. Facebook says 1.40 billion people on average logged on daily in December 2016, which represented a 14% increase from the previous-year period.

Meanwhile, Instagram use remained steady at 33% for younger respondents and up 5% to 24% among older millennials, according to the survey.

Twitter fell from 28% to 16% among younger millennials, and down 4% to 17% for older millennials.

Snapchat use increased from 20% to 24% among younger millennials and up 1% to 11% with older millennials.

Cohen attributed the changes to increased efficiencies of branded emails and websites.

Brand website use among respondents increased 1% to 20% with younger millennials and went from 20% to 25% with older millennials. Email use increased from 17% to 18% with younger millennials and up 4% to 22% with older millennials.

“Personalization and customized experiences [online] are easier to create than ever,” Cohen said.

YouTube gained from 22% to 23% among younger millennials and decreased 1% to 17% with older millennials.

Pinterest was down from 4% to 7% of younger millennials and down 5% to 6% with older millennials.

Text messaging was flat at 9% for younger millennials and up 1% to 11% with older millennials.

Cohen, who has written a book on brand connectivity in the Internet age – says brands need to develop two-way conversations to better connect with their consumers.

“Channels that can personalize and get there quickly are going to do better in the long run,” he said.

Ex-FCC Chairman Powell Comes Out Swinging Against Net Neutrality, Tech Giants

Former FCC chairman Michael Powell calls the net neutrality debate old news, contending the real battle lies with the burgeoning power of tech giants such as Amazon, Google, Apple and Facebook.

Speaking March 6 at the Cable Congress in Dublin, Powell – now CEO of the National Cable & Telecommunications Association trade group, whose members include Comcast, AT&T, Charter, Cox and CenturyLink – characterized net neutrality as yesterday’s news, while calling for greater oversight on the “fairy tale stories” spun by tech companies that “do no evil.”

“Net neutrality has become like mindless trench warfare,” he said, adding that current Title II regulation of the Internet is antiquated and “designed for a slow-moving telecom monopoly in the 1930s.”

The FCC, under new chairman Ajit Pai, in December voted to repeal net neutrality guidelines approved in 2015 mandating open access to the Internet.

Powell advocates lawmakers in the United States not fight “the last war” and instead focus on the next one involving companies whose $2.8 trillion market capitalization he claims rivals the GDP of France.

“They are the market,” he said, as reported by The Economist.

Powell, a free market advocate, who was nominated to the FCC by President Bill Clinton in the 1990s, contends government regulation should apply to social media platforms that “massively increase our subjugation to algorithms,” and, he believes, increasingly ignore privacy, social relationship and mental health concerns.

He says unregulated social media and Internet has resulted in global cyber security concerns, proliferation of fake news, sex trafficking and polarization of society, among other issues.

“Fragmentation is dangerous in a democracy,” Powell said. “This demands a government response.”

 

Lionsgate, Facebook Partner on Prank Series Produced by Kim Kardashian West

Lionsgate March 2 announced a partnership with Facebook to bring the nonfiction series “You Kiddin’ Me” to the social network’s Facebook Watch video platform.

The 10-episode series, produced by Lionsgate, will be executive produced by Kim Kardashian West, Jennifer O’Connell, Brian Tannenbaum, Peter M. Cohen and Melissa Stokes.

“You Kiddin’ Me” is a comedic prank series where the kids are in charge and celebrities must do everything their own children say. It will be available via mobile, desktop and Facebook’s TV apps. Members of the Facebook community will be chosen to participate in pranking their favorite celebrities. In addition, the producers and the celebrity kids will crowdsource top prank ideas from the Facebook community to be used in the show.

“I know from firsthand experience that children are wise beyond their years and can come up with the craziest things, so imagine how funny it will be to see them make all the decisions,” said Kardashian West in a statement. “I’m delighted to be working with the Lionsgate and Facebook teams on this exciting new venture and invite viewers to witness their favorite celebrity parents get pranked when we launch the series on Facebook Watch.”

“We’re excited to be working with Kim on our first premium series for Facebook Watch, led by a world-class creative team and what promises to be a stellar cast,” said Lionsgate EVP of alternative programming Jennifer O’Connell in a statement. “We continue to expand the range of our platform partnerships and look forward to collaborating with the Facebook team in bringing viewers a buzzworthy, high-quality unscripted series that taps into the fun family dynamics that Kim knows best.”

“You Kiddin’ Me” joins a growing roster of premium unscripted series that includes the recent launches of “The Joel McHale Show with Joel McHale” on Netflix and “Music City” on CMT, as well as the upcoming “Kevin Hart: What the Fit” for YouTube.

The Facebook Watch video platform features a wide range of shows — from scripted comedy and drama, to competition and reality series, to individual creators and live sports. Viewers can discover new series based on what your friends are watching. Facebook Watch is available for free on mobile apps here.