When it comes to alcohol, social media isn’t just for the young

Insight

When it comes to alcohol, social media isn’t just for the young

We often assume that social media influencers only impact the younger demographic, especially in a category where brands invest large sums in targeting Millennials through social. But data shows that a more mature group of 45-54 year old drinkers are just as interested in endorsements within social media.

Evidence

As expected, the range 18-24 years has the highest correlation between “First Choice” and “Endorsed by someone I follow in social media”, but while it dips markedly for older audiences, this correlation is also significant in 45-54 age range, which shows us the influence of social media testimonials among older age ranges too.

Implication

It’s time for brands to design social media and influencer strategies that go beyond “Generation Y” and cover other generations and age ranges.