Is Gen Y Gen Facebook?

by | Jan 13, 2012

MarketingProfs.com shared this this week:

Social networking is blurring the lines between people’s personal and professional lives, particularly among younger generations, according to a new study by Millennial Branding.

Gen-Y Facebook users (those now roughly age 18-29) often use their Facebook profiles as an extension of their professional personalities, even as they socialize with family and friends, the study finds.

On average, Gen-Y Facebook users are connected to 16 co-workers via Facebook, although that number is a relatively small percentage (2.3%) of their total average friend count (696):

Below, additional findings from Millennial Branding’s study of 4 million Gen-Y Facebook profiles, gathered via Identified.com’s database on Facebook.

Gen-Y Facebook Users Define Themselves by Colleges, Not Workplaces

Only 36% of Gen-Y Facebook users list an employer on their Facebook profile, whereas 80% list at least one school.

Short work stints are common: Gen-Y Facebook users spend an average of just over 2 years at their first job—and, interestingly, “owner” is the fifth-most popular title among this entrepreneurial generation.

Moreover, only 7% of Gen-Y Facebook users are employed by a Fortune 500 company, according to the study.

Top Employers

Likely a sign of a down economy, the travel and hospitality industry now employs most Gen-Y Facebook users (7.2%), followed by consumer products companies (6.8%) and the US Government and Military (4.5%).

The US Military is the largest Gen-Y employer overall (3.2%), followed by second-ranked Walmart (0.53%) and third-ranked Starbucks (0.45%).

Deloitte (0.189%) and Hollister (0.187%) are ranked No. 11 and No. 12, respectively.

About the study: Data and analytics for the study were provided by Identified.com, the largest professional database on Facebook. The study was complied on November 15, 2011, among 4 million Gen-Y users (age 18-29) and roughly 1 million users listing a job entry; 90% of users were located in the US.

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