While 90% of adult Millennials use social media, many don't like their behavior on it.
This week, we released our March trend report, an update to our May 2011 report on FOMO, the uneasy and sometimes all-consuming fear of missing out. A key driver of this phenomenon today is the explosion of real-time updates on social networks. Our research found conflicting feelings about social media, with users equally apt to see pros and cons in checking friends’ postings.
Adult Millennials are particularly attuned to the catch-22 of social media: 90% enjoy finding out what friends are up to on sites like Facebook, but more than half feel social media sites bring out their inner stalker, and 8 in 10 say people use social media to brag about their lives. This is among the findings from our survey of 1,270 adults and 100 teens in the U.S. and the U.K., conducted in January.
SXSW attendees can learn more about how brands can tap into FOMO when Ann Mack, JWT’s director of trendspotting, discusses insights from the report at a presentation in Austin tomorrow afternoon.