JC Lupis | Marketing Charts | Mon, 09 May 2016 13:30:15 +0000

Some 37% of US adults have heard about Facebook’s new feature allowing them to broadcast live video, details YouGov in recent research [pdf] conducted for the Huffington Post. Notably, awareness (heard “a lot” or “a little”) was highest among the 30-44 age group (54%), followed by those under 30 (45%). The 30-44 bracket (14%) was also twice as likely as the adult average (7%) to say that they would broadcast live video of their life on Facebook.HuffPostYouGov-US-Adult-Awareness-FB-Live-Video-May2016

Separate results from the survey indicate that adults are slightly more likely to be using Facebook less (28%) than more (25%) when compared to their usage last year. This pattern holds true across all age groups save for 30-44-year-olds, who are more likely to have increased (31%) than decreased (23%) their time spent with Facebook.

Perhaps trust has a role to play. While 45% of 30-44-year-olds trust Facebook with their personal data either a lot (3%) or somewhat (42%), that figure drops to 36% of 18-29-year-olds and 45-64-year-olds and just 19% of those aged 65 and older. On a racial/ethnic basis, Hispanics (46%) are the most trusting overall, though Black Americans are the most likely (10%) to trust Facebook “a lot” with their data.

A recent report from the Media Insights Project found that only 12% of consumers who use Facebook to get the news trust what they see there a great deal or a lot.

About the Data: The YouGov results are based on a web survey of 1,000 US citizens aged 18 and older.

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