For marketers, having a pulse on their target customer helps them create effective, results-driven content. And one way to do so, is understanding the way each generation behaves on social media. The platforms consumers use to find, explore, and buy new products often depend on the consumer’s generation. Getting to know these preferences can help brands better reach their target audience.

Animoto’s recent survey of 1000 consumers and 500 businesses found that 75% of millennials’ purchase decisions were influenced by a brand’s social media presence. We wanted to know if age really matters when it comes to your target customer’s social media habits. So, we delved in deeper and broke our research down by generation.

Where are consumers finding and following brands on social media? And to what extent are their preferences defined by their age group? To find out, the team at Animoto broke the research down by generation.

Some of their key findings include:

  • Gen Z chose Instagram as the platform to follow brands.
  • YouTube and the Facebook Feed are the platforms on which baby boomers spend most of their time.
  • Gen Z, Millennials, and Gen X selected YouTube as the platform they rely on when making purchase decisions.

When it comes to social video, age groups across the board found it to be a helpful medium when online shopping, exploring and making purchase decisions.

Here’s some of the key data:

  • 70% of millennials said they trust a brand with video about their products more than brands without video.
  • 60% of Gen Xers prefer video when learning about a new brand or product.
  • 72% of baby boomers said video was most helpful when making a purchase decision online.

With different generations drawn to particular platforms, this data helps your brand create social content that’s both memorable and highly targeted. For more insights, check out the full report here, or take a look at the highlights in the infographic below.