Are millennials among your brand or client’s target audience? New research reveals where your message is most likely to reach them in droves.

More than half of millennials (53 percent) say they check Snapchat daily, which is three times more than Generation Xers (18 percent) and eight times more than baby boomers (7 percent), according to new data from business news and how-to website The Manifest.

The survey included 511 smartphone owners who use at least three apps daily. The results reveal the social media apps each generation uses and the features that attract them.

Over half of millennials check Snapchat daily—are you there?

Survey of app users finds that millennials prefer Snapchat and baby boomers prefer Facebook.

Baby boomers prefer Facebook over Snapchat, and they check Facebook more than millennials. More than 9 out of 10 of baby boomers (93 percent) open the Facebook app at least once a day, compared to 85 percent of millennials.

Over half of millennials check Snapchat daily—are you there?

Data show that preferences for certain social media apps differ by generation.

The findings indicate that preferences for certain social media apps differ by age group. However, Facebook’s overall dominance—with nearly 90 percent of all social media app users saying they check it at least once a day—demonstrates how Facebook made its platform appealing to a variety of users.

“Facebook invested considerable resources over the last 10 plus years in making an experience where everyone can find value in the platform,” said Josh Krakauer, founder and CEO of social media marketing agency Sculpt, in a news release.

In contrast, Snapchat’s emphasis on short-lived content and the camera as a communication tool attracts younger users, and millenials in particular, who want a more personalized and unfiltered social media experience.

Snapchat appeals to younger generations who are used to getting the specific information they want, when they want it. Older social media app users may be more comfortable consuming content television-style, where what you see and when you see it is partially decided for you.

“As Facebook has catered to everyone in the world, Snapchat has doubled down as being a place that still feels raw, unfiltered and personal,” Krakauer said.

What are smartphone users doing on social media apps?

While users spend a lot of time on social media apps, they don’t often publish content. The largest percentage of respondents (36 percent) say they most commonly use the “like” or “favorite” features on social media apps.

This finding correlates to the “90–9–1” rule of internet content, say experts. “[The rule] says that 90 percent of the time we just consume content, 9 percent of the time we interact with content, and only 1 percent of the time we actually share something,” said Sheana Ahlqvist, lead UX researcher at user research agency PhD Insights, in the release.

Simply liking or favoriting content on social media is a relatively seamless behavior, requiring little motivation. The easier an online action is, the more likely a user is to complete it.

“The liking and favoriting is like saying ‘bless you,’” said Alex Levin, co-founder of Brooklyn-based creative agency L+R, in the release. “You can do it in an action that isn’t offensive.”

Over half of millennials check Snapchat daily—are you there?

In addition to exploring app user behavior, the survey helps businesses interested in building an app learn from the success of social media apps.

Read the full report here.

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Richard Carufel

Richard Carufel

Richard Carufel is editor of Bulldog Reporter and the Daily ’Dog, one of the web’s leading sources of PR and marketing communications news and opinions. He has been reporting on the PR and communications industry for over 12 years, and has interviewed hundreds of journalists and PR industry leaders.

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