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Young Affluent Adults in Europe Don't Idle Long on Social Media

Affluent people in Europe—no matter the age—would rather spend time elsewhere on the internet

July 28, 2016 | Social Media | Media Buying

Affluent adults in Europe ages 21 to 34 spend over 2.5 hours online each day, far more time than their counterparts ages 52 to 70. But a June 2016 report by Ipsos highlights that, though they may spend a lot of time online, young affluents aren’t spending all that much of it on social media.

Average Daily Time Spent Using Social Media Among Affluent* Young Adults vs. Seniors in Europe, Dec 2015 (minutes)

Affluent young adults in Europe spend about 40 minutes—roughly 25% of their daily time online—using social media; seniors average just 13 minutes per day. It seems that affluent people in Europe—no matter the age—would rather spend time elsewhere on the internet.

Some are busy researching products and services via mobile. Nearly half (46%) of young adults said they used their mobile device to conduct product research, while 30% of seniors said the same.

And affluents don't want for devices to use for hanging out online: Nearly 85% own smartphones, and almost 60% own tablets. Wearable devices, however, have failed to catch on. Just 2% of seniors own them, and only 10% of young adults have a wearable device. Across all three devices, young adults are more likely to own any given device.

Affluent* Young Adults vs. Seniors in Europe Who Regularly Research Products/Services via Mobile Device, Dec 2015 (% of respondents in each group)

And young adults are also bigger spenders when it comes to vacation-related digital purchases—they spend, on average, over $2,000 on such purchases, while seniors spend about $1,800.

And with an Adobe Digital Index May 2016 report indicating travel bookings in Europe are up nearly 7%, it’s safe to assume that vacation-related digital purchases by affluents in Europe will be, too.

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