As any parent of young children will tell you, children no longer watch traditional television.
These days, younger viewers are more likely to watch YouTube, while supplementing those longer-form clips with TikTok videos, Instagram updates, and Snapchat snapshots. As an anecdote, you probably know, but what does the actual viewing data say, and what are the key trends you need to know to help you maximize reach and resonance with these younger viewers?
That’s what Snapchat sought to provide more information with with its latest research report. I recently snapped to Commissioner Nielsen to discuss how more than thirty cross-platform ad campaigns reached people on Snapchat, compared to TV, and what marketers can extract from those findings.
Which, unsurprisingly, showed that many Snapchatters are simply not accessible through traditional television campaigns.
‘Light’ viewers, in this context, include people who do not watch much or no traditional television, which, as noted, now applies to a growing number of subsets of younger audiences.
In fact, Nielsen says that nearly six out of ten Snapchatters in the US consider themselves “light viewers,” while Snapchatters are also more likely to live in broadband homes than users of any other major networking platform. social.
Which is a key element in the next major change in media reach.
The facts are pretty clear: If you want to reach a younger audience, television is not the primary focus, and that becomes increasingly relevant across demographic cohorts as these younger users get older – people who have had mobile connectivity. as part of their world for as long as they know it.
That provides more opportunities to reach these audiences on the right platforms where they interact, including social platforms specific to your audience, where you can use advanced ad targeting to connect with the right people with your campaigns.
By specifically looking at Snap’s core audience, Nielsen also found that:
Again, this is likely not a major revelation – you will know from your daily experience that mobile device consumption is on the rise, while younger viewers are more likely to stare at their phones for hours on end than they are. . sit in front of the TV.
But when broken down into these details, it’s easier to see the growing influence of digital platforms on media consumption habits and then consider what that means for your approach to marketing.
Some important considerations: You can read the full Snap study here.
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