Adult Millennials most Engaged & Dependent upon Social Media.

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.”

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For more information at http://www.gfkmri.com