Social Before Cereal for Millennials in the UK - eMarketer

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Social Before Cereal for Millennials in the UK

Pre-breakfast social networking popular among millennials

November 26, 2014

Social media usage in the UK is at a point where more people use social networks than don’t—eMarketer estimates 51.0% of the country’s population will use a social network at least monthly in 2014. Accessing social media via mobile devices, meanwhile, is rising at a steady clip, untethering social networkers from the desktop. Among millennials, in particular, this is leading to social media usage starting the moment the alarm clock sounds in the morning.

Daypart During Which UK Internet Users First Check Their Social Media Profile, by Age, Nov 2014 (% of respondents in each group)

According to a November 2014 survey from Lightspeed GMI, more UK 18-to-24-year-old internet users (26.9%) first checked their social media profile in bed when they woke up than at any other point of the day. Among those ages 25 to 34, that proportion wasn’t far behind, at 23.2%.

For many more UK millennials, the social networking began once they’d dragged themselves out of bed—13.5% of the 18-to-24 group first checked their networks after they’d gotten up, but before they’d gotten dressed, while 15.2% of 25- to 34-year-olds checked in at that point.

UK Mobile Phone Social Network User Penetration, by Age, 2013-2018 (% of mobile phone users in each group)

This type of behavior is unsurprising given the level of mobile phone social network user penetration among millennials in the UK. eMarketer expects penetration among 18- to 24-year-olds and 25- to 34-year-olds in the UK to be far and away the highest in 2014—86.0% and 78.0%, respectively.

We know that millennials’ embrace of mobile is resounding, we know that the smartphone is one of the first things they reach for in the morning, and now we know that they begin their digital social conversations even before they have their breakfast.

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