Over One Fourth of Millennials Avoid Social Media

usmailJust when your nonprofit was starting to get comfortable with posting regular communications on social media, for the presumed sake of reaching all those tech-savvy millennials (age 20 to 35), we get this little reality check:

An estimated 27% of millennials are looking the other way. If they even have a Facebook account (Facebook being the most popular social media tool used by this group), they check it only once a week. This is according to research that Battery Ventures, a global, technology-focused investment firm, commissioned from Ipsos, an independent market-research company.

What’s more, this survey (of 1,000 people within the target age range) found that a majority (54%) said they don’t have a Snapchat account, around 41% don’t have accounts with Pinterest, 39% aren’t on Twitter, and 39% abstain from Instagram.

This doesn’t undermine the basic importance of social media. It may still reach a majority of your prospective millennial supporters, and they may share it with their online friends, and so on. Still, your nonprofit may not want to abandon those seemingly old-fashioned snail mail appeals and printed newsletters just yet.