Source: GlobalWebIndex (GWI)
Notes: Among internet users in North America, Baby Boomers (aged 51-64 in 2013) in Q1 2014 were almost as likely as Millennials (aged 16-30) to have liked a brand on a social network during the month prior to the survey (36% and 39%, respectively). Meanwhile, the percentage of connected Millennials around the world who in Q1 had recently liked a brand was steady from the year-earlier period (33%), while that figure dropped by 4% points among Gen Xers (to 30%) and Boomers (to 25%).
Related: Debrief: Advertising to Baby Boomers – The Why and How
About the Data: GWI surveys 170,000 individuals in 32 countries across 4 waves each year.
