February 01, 2011 16:54 ET

Adult Millennials Most Engaged, Dependent Upon Social Media, According to GfK MRI

Nearly 50% of U.S. Adults Visited a Social Media Site in Last 30 Days

NEW YORK, NY--(Marketwire - February 1, 2011) - While nearly 50% of U.S. adults -- some 105.8 million people -- visited a social media Web site in the last 30 days, Millennials ages 18+ appear to be the most dependent upon such sites to feel connected to others, according to the latest consumer insights data from GfK MRI.

Of the adults who visited a social media site in the last 30 days, Millennials were 33% more likely than the average visitor to agree with the statement, "When I don't access my social networking Web sites, I feel like I'm out of touch." GenXers and Baby Boomers, on the other hand, were 14% and 28% less likely than the average social network visitor, respectively, to agree with this statement.

Asked whether they agreed that "Social networking is an important part of my everyday life," Millennials were 26% more likely than the average social network visitor to answer yes, while GenXers were 8% and Boomers were 22% less likely than the average adult social networker to agree with this statement.

Millennials were also 29% more likely to agree that "My interactions on social networking Web sites are as meaningful as those that are in person." This compares to GenXers who were 16% less likely and Boomers who were 21% less likely than the average adult social network visitor to agree with this statement.

"While about half of the adult population is engaged with social media sites, Millennials ages 18 years and older clearly have integrated digital social networking into the fabric of their lives to an extent unmatched by other adults," said Anne Marie Kelly, SVP, Marketing & Strategic Planning, at GfK MRI. "Marketers who figure out how best to engage with Millennials on these platforms could find a receptive audience for their messages."

GfK MRI delivers a powerful array of Consumer Insights across a broad range of topics. GfK MRI utilizes its vast library of quantitative data, psychographic attitudes and opinions, consumer media habits and brand-specific detail to provide non-intuitive and interesting insights into how consumers think and behave. Read GfK MRI's Consumer Insights at:

About GfK MRI
GfK MRI has a singular goal: to provide the clearest and most detailed view of American consumers -- who they are, what they buy, how they think, and the best ways to reach them. Founded in 1979, GfK MRI is the country's leading provider of magazine audience ratings, multimedia research data and penetrating insights into consumers' behavior and motivations.

When conducting its national Survey of the American Consumer™, GfK MRI interviews approximately 26,000 U.S. adults in their homes each year, asking about their use of media, their consumption of more than 6,000 products in 550 categories, their lifestyles and their attitudes. Because these interviews are structured as an area probability study, the results are projectable to the entire U.S. adult population. The Survey also serves as a foundation for an array of innovative GfK MRI research products that answer the market's need for granular, cross-media and consumer-focused information. 

GfK MRI is part of The GfK Group, based in Nuremberg, Germany. The Group delivers a range of information and consultancy services in three business sectors: Custom Research, Retail and Technology and Media. It is the No. 4 market research organization worldwide, operates in more than 100 countries and employs over 10,000 staff, more than 80% of whom are based outside of Germany.

For further information on GfK MRI, visit our Web site: And, follow us on Facebook ( and Twitter (

Contact Information

    Anne Marie Kelly
    SVP, Marketing and Strategic Planning
    GfK MRI
    Email Contact

    Steve Ellwanger
    Press Counsel Group
    Email Contact



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