65 percent of 16-24 year-olds in the UK rate social media as their favourite hobby, ahead of watching television, reading and playing video games, says a new study.
One third of this group spent upwards of three hours at a time using Twitter, Facebook and other social networking sites, in a variety of locations, and 6 percent of those surveyed spend more than eight hours each day using social media.
The study was carried out by Opinion Matters for digital marketing agency Click Connect, who polled 1300 people across the UK. The survey also revealed that social media usage tied with television amongst 25-34 year olds, and 32 percent of those aged 55 or more reached for social media ahead of TV.
TV was favoured as a leisure activity by 54 percent of 16-24 year olds, with 44 percent reading and 37 percent playing video games. Exercise was selected by just a quarter of respondents.
37 percent of 16-24 year olds also admitted to watching TV and using social media at the same time.
“We’re not saying this is the death of TV,” said Matt Bullas, managing director of Click Connect. “But we envisage seeing more multimedia opportunities being developed in partnership with TV to encourage cyber conversation, especially when you consider that 40% of the younger audience are on social media at the same time as watching TV. We’re already seeing Twitter feeds and hashtags regularly posted onto TV screens of our favourite shows and this will only get more integrated.”
Respondents also revealed that their social networking wasn’t limited to the home or office, but that it took place “even in the strangest locations including court, sex shops and hospital operating tables.”
“The social media revolution is not new, but for it to now take over from the nation’s favourite pastime for the younger audience, truly indicates how quickly leisure habits are evolving in our digital age,” said Bullas.
(Source: Click Consult.)
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