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Over 25s are “search-first” and under 24s “social-first”

Deloitte 2013 media report

The good people of Deloitte’s media and entertainment practice have published their newest and seventh annual consumer media report, titled ‘Love in a cold climate’, which has some interesting findings on digital that are worth sharing.

On social media, Deloitte has suggested that Facebook is the only mass-market social network in the UK, with Twitter and Instagram are seen as popular only among early adopters.

This survey found that the average person has 240 Facebook friends and undertakes on average 3.5 actions on the site every day. The report found a digital divide between the over 25s who are “search-first” in their Internet usage and the under 24s, who are “social first”.

Deloitte’s research also shows that 65% of respondents have access to a smartphone and a third have a tablet in their household, suggesting the further growth of consumption of screen media in the future. Something to look forward to, we think. Read the full report here.

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