Data: Gen Z and Millennials screen time surges during Olympics

- Wednesday, July 31st, 2024
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Gen Z’s and Millenials are more likely to use social media during popular events such as the Olympics, new research has revealed.
According to Censuswide, nearly two-thirds (62%) of Brits aged 25 to 34 use social media more frequently during major events like the Olympics and Love Island.
Meanwhile, for those aged 16 to 24, the figure stands at 53%.
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According to the survey, which consists of 2,005 respondents, the findings indicate that while social media engagement during major cultural events such as international sports and prime-time reality TV shows is substantial, it still falls short of dominating the engagement landscape.
However, the increased activity presents a valuable opportunity for brands to capture and engage with these demographics via targeted social media campaigns.
The data also revealed social media interaction significantly influences purchasing decisions, particularly among younger consumers.
Some 31% of respondents overall are more likely to buy from a brand they engage with on social media, the research revealed.
Meanwhile, a notable 45% of respondents aged 25 to 34 and 44% aged 16 to 24 reported seeing more Love Island-related content this summer than in previous years.
Moreover, over a fifth (22%) of all respondents are more likely to follow contestants after seeing related content.
About 32% of those surveyed agree that brand content enhances their experience of watching or following major events, making these occasions more enjoyable and entertaining, the data stated.
Re:act Co-Founder, Tom Stone said: “Engaging with major cultural events on social media offers brands a prime opportunity to connect with Gen Z and Millennials.
“These events don’t come around too often, and brands must be prepared for them well in advance to get the most out of campaigns.
“By creating resonant and dynamic campaigns, brands can capture the attention of these key demographics, driving both engagement and loyalty. The value here is clear: effective social media strategies during such events can significantly boost brand visibility and consumer connection.”