Sign up for our daily briefing
Make your busy days simpler with Axios AM/PM. Catch up on what's new and why it matters in just 5 minutes.
Stay on top of the latest market trends
Subscribe to Axios Markets for the latest market trends and economic insights. Sign up for free.
Sports news worthy of your time
Binge on the stats and stories that drive the sports world with Axios Sports. Sign up for free.
Tech news worthy of your time
Get our smart take on technology from the Valley and D.C. with Axios Login. Sign up for free.
Get the inside stories
Get an insider's guide to the new White House with Axios Sneak Peek. Sign up for free.
Catch up on coronavirus stories and special reports, curated by Mike Allen everyday
Catch up on coronavirus stories and special reports, curated by Mike Allen everyday
Want a daily digest of the top Denver news?
Get a daily digest of the most important stories affecting your hometown with Axios Denver
Want a daily digest of the top Des Moines news?
Get a daily digest of the most important stories affecting your hometown with Axios Des Moines
Want a daily digest of the top Twin Cities news?
Get a daily digest of the most important stories affecting your hometown with Axios Twin Cities
Want a daily digest of the top Tampa Bay news?
Get a daily digest of the most important stories affecting your hometown with Axios Tampa Bay
Want a daily digest of the top Charlotte news?
Get a daily digest of the most important stories affecting your hometown with Axios Charlotte
New data from Nielsen shows that adults ages 35-49 spent more minutes per week on social media than millennials.
Other key takeaways:
- Overall, social media consumption is up nearly 40% amongst all U.S. adults
- Adults 50+ spend dramatically less time on social media than younger generations, but that their percentage of consumption is up 64% from the year prior.
- Social media amongst African-Americans is up the 54% percentage points from last year, and 34% amongst Hispanics.
Why it matters: From a political perspective, Trump's social media communication strategy aligns with these trends. In an interview with Axios, the President-elect said he would continue to use his social media accounts to bring his message directly to the people, instead of leaning on press conferences and traditional outlets, which he calls "dishonest" and says don't accurately convey his message.