![]() This group are also three times more likely than the average internet user to follow celebrities/celebrity news, and twice as likely to research products to buy. This group’s primary reason to be on social media is to stay up-to-date with news and current affairs (91%, Index 2.27), but this is followed closely by finding funny or entertaining content (89%, Index 2.45). Their social media usage takes place across multiple platforms, and their reasons for using them are just as diverse. Social media is the base of most online activities. ![]() This is a group that clearly enjoy being constantly connected, and have become adept at switching between screens, devices and platforms. Our research does show a dramatic increase in time spent on devices since measurements began, along with a global expansion in the number of devices used.Įphemeral content consumers average 4.4 devices per user, compared to the global average of 3.7, and spend an average of 36 minutes more online than the general population. Reports often cite claims that teenage attention spans have decreased from around 11 to 8 seconds since the year 2000. Their consumption is spread across devices and platforms.Įphemeral content consumption has become a near-defining characteristic of Gen Z and younger millennials’ media consumption behavior, which many commentators attribute to their digital native orientation and the familiarity with variety and freedom of choice it’s led to. They’re also much more likely to be positive when asked about the global economy (Index 1.46) or the future of the environment (Index 1.37). This higher income also gives them the luxury of trying out new products and services, too: 6 in 10 say they would buy something simply for the experience of being part of the community around it. The hyper-awareness of their status and future may be due to their above-average income, with this group being 40% more likely to be in the top 10% income bracket. This matches the boldness and innovation of the content they love. They’re also a group that care about their status.ħ in 10 say they like to stand out in a crowd, and over three quarters say that having the latest tech is important to them. 8 in 10 are aspirational individuals (Index 2.29), and they’re a very forward-thinking, motivated and career-focused group. While neither gender dominates this group, this audience is predominantly younger internet users: over two thirds fall in the 16-34 age range.īut despite their youth, “ephemeral content consumers” isn’t just shorthand for a generation.Ĭompared to the average Gen Zer, this audience is more than twice as likely to be considered cosmopolitan and technophilic. They’re aspirational, connected technophiles.Įphemeral content consumers are made up of both males and females, with a 52% to 48% split respectively. So who are this audience and what makes them tick? 1. It can paint an authentic, behind-the-scenes, more ‘human’ picture of a brand and their vision, while also creating a FOMO effect that drives up engagement through the illusion of exclusivity. Fast forward a few years, and a plethora of platforms have copied this format of fleeting content, including Instagram, Facebook and – gone but never forgotten – Vine.Įphemeral content has become central to many brands’ marketing strategies. ![]() Some internet users are frustrated by it, but we also a see large subset of consumers who are closely attuned to this type of content, eagerly seeking out the new and fresh.Īlthough there are platforms, like Twitter, that were built around the idea of short bursts of user and brand content, it was Snapchat that first managed to make a feature out of ephemerality.īuilt to capture momentary conversations in real life, Snapchat fast became the go-to platform for teenagers everywhere. Ephemeral content characterizes the social media landscape.ĭerived from the Greek word ephḗmeros, it means “lasting one day” and refers to the fast-moving, short-lived nature of content and media we see today.Īs a concept, it ties in with shorter attention spans, faster news cycles, and how social algorithms push viral content to the surface and then bury it in the depths of our feeds.
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