We all know about Facebook’s phenomenal reach, but a new study underlines how big the social platform has become. A survey by Magid and eMarketer reveals that more people say they use Facebook than watch TV between the hours of 9 a.m. and 5 p.m. The numbers hold up for all age groups — except baby boomers.
To the charts, the first for Facebook and the second for TV:
The most engaged audience on Facebook during daytime hours is the 18-34 year-old demographic: 44% say they’re on Facebook compared to 32% watching TV. “Facebook is not necessarily a strategy anymore. It’s sort of like ground zero in terms of reaching [the 18-34] audience,” explains Matt Britton, CEO of Mr. Youth.
As you might expect, TV dominates the evening hours and primetime, as it always has. But Facebook use is still high for the younger generations — 39% for teens and 34% for the 18-34s during primetime — which is a leading indicator that second-screen social activity will likely grow in the years to come.
This study shouldn’t be construed that “Facebook beats TV” — I would argue they work in tandem more than they compete — but more the realization that Facebook has become a broadcast-like force in reach and advertising potential.