Gartner: Quarter of Generation Y 'burning out' on Facebook

Gartner: Quarter of Generation Y 'burning out' on Facebook

Summary: Interesting research out of Gartner shows a key Generation Y bracket are becoming 'fatigued' by social media sites, while others are using Facebook, Twitter and YouTube more.


Research published today by Gartner suggests that a key group of young people who use social media sites, like Facebook, Twitter and YouTube, are using the site less.

One in four 18-29 year olds said that their social media usage had declined since they first signed up, citing reasons or "boredom" and "getting tired" of the services.

The research carried out by Gartner late 2010 and early 2011, suggests that while the Generation Y may be some of the first adopters to social media sites, a quarter are suffering from 'fatigue' with the services.

31 per cent of younger, more brand-conscious users indicated they are getting 'bored' with their social network -- indicating a possible problem with social networks lacking in engaging with their younger followers.

But it isn't all gloom and doom for social media services.

(Image via Flickr)

While the results showed a quarter of users were using the service less, a resounding 37 per cent -- mostly making up of younger, more tech-savvy Generation Y members -- were using social media services more.

Questioning why some felt negatively towards social media sites and networks, many cited privacy issues as a concern. However, split generationally, younger people were less bothered by privacy matters than older people who used the sites.

Geographically, however, Japan, the United Kingdom and the United States markets are on the most part using social media the same amount or slightly more. Other areas that tend to have lower social media usage are using it more, according to the research.

"Branded content needs to be kept fresh and must be able to capture people's attention instantly. The new generation of consumers is restless and short on attention span, and a lot of creativity is needed to make a meaningful impact," said Brain Blau, a Gartner research director.

While some blame social media sites on not being engaging enough, and not keeping content and features fresh -- citing reasons that younger people in particular have shorter attention spans, one has to question whether it simply falls down to having a weaker social network of friends over others.

Related content:

Topic: Social Enterprise

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  • Social Media

    How about going outside, getting some exercise and playing around so we don't have to worry about our kids become obese, diabetic and having heart attacks by the time they are 26
  • RE: Gartner: Quarter of Generation Y 'burning out' on Facebook

    Stop elevating the importance of this IT equivalent of the E! entertainment network.

    Apparently 31% are starting to recognize the emperor has no clothes and the others are stuck in a reality distortion field that makes Apple jealous.

    You could also stop presenting the stereotype of young people with attention deficit and time to waste ;-)
  • RE: Gartner: Quarter of Generation Y 'burning out' on Facebook

    Know what REALLY causes Facebook fatigue?
    Family! They all post the dumbest crap! If I had a nickel for everytime my aunt posted complaints about FarmVille downtime or my uncle went on an anti-Obama tirade (which happens multiple times per hour... he has no life, and worse, thinks his slacktivism will make a difference), I'd be a multi-millionaire.
    Seriously, baby boomers- you are the cause of our Facebook fatigue.
    Just sayin'.
    *shrugs shoulders & drops microphone on the ground, then walks away*
    • RE: Gartner: Quarter of Generation Y 'burning out' on Facebook

      @jmwells21 haven't discovered the defriend option yet?
  • RE: Gartner: Quarter of Generation Y 'burning out' on Facebook

    Each new kind of tool humanity creates experiences a period of "wow, it's just the greatest!" ... followed by a reduced assessment of the same tool, as extended experience shows us the limitations and drawbacks associated with the tool.

    When we're young, we haven't experienced this Wow!/Bummer transition that many times, so we tend to assume that THIS new tool ... THIS one will be different than any tool that's come before. Until we realize that it's not so different. This too has its limits and drawbacks. They all do. They all will. It's the nature of tools ... they all have limited application. That's why Lowe's has so MANY tools. No one, even the Swiss Army Knife, can do it all.
    Trep Ford
    • RE: Gartner: Quarter of Generation Y 'burning out' on Facebook

      @Trep Ford interesting observation, but I wonder if the rate of "wow" to "meh" is increasing. I mean, we kept the wheel for a pretty long time.... And you can still by hammers at lowe's...
  • RE: Gartner: Quarter of Generation Y 'burning out' on Facebook

    I would posit that the reason is that they have nothing more interesting to say than "TGIF, "man did I get wasted last night". They are too young to have experiences that indicate they have more than a shallow understanding of their life and the world around themselves.