People are pending less time on social media channels

Time spent on social media channels is decreasing

Did you see the report from GlobalWebIndex that suggests that 41% of Brits have reduced the amount of time they spend on social media?

32% of users say they have closed a social account in the last 12 months. This is more common amongst men (37% have left a channel) than women (25%).

58% of Gen Z and Millennials say they are making a conscious effort to reduce their time on social channels. Reasons given for this include; not being interested in what other people share; not trusting content; feeling too dependent on social media; and wanting to spend more time with friends and family.

I suspect this is just a small part of the story. There’s lots of evidence that social channels are still important to the digital marketing mix. The habits of users are changing, and as marketers we need to change with them.

Interestingly, I’ve read elsewhere that 59% of B2B marketers say that email is still their most effective channel in terms of revenue generation. This % may increase given the decline in time spent on social media. I’m an advocate of email marketing, and email automation. Especially when it’s driven by realtime behaviour, with relevant content being driven out based on how someone interacts with your brand. Ask me how.

If you’d like to talk about your digital marketing strategy, or if you’d like to learn more about anything in this article please drop me an email at or call me on 01252 731332.

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