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Annenberg School of Communication and Journalism University of Southern California
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New Study Says Facebook More Popular

Teens and young adults would rather be on Facebook than watch primetime TV study says.

It is undeniable that Facebook can be used to reach large audiences of people. But a new study shows more people are now using Facebook during the business hours of 9 a.m. and 5 p.m. than watching TV, according to Magid and eMarketer.

The most engaged audience on Facebook during the daytime hours is men and women ages 18-34 years old. Forty four percent of the people surveyed say they are on Facebook compared to the thirty two percent who are watching TV.

"Facebook is not necessarily a strategy anymore," said Matt Barton, CEO of Mr. Youth, a boutique agency that specializes in marketing to millennials. "It's sort of like ground zero in terms of reaching [the millennial] audience."

Despite Facebook engaging such a large audience during day time hours, the baby boomer generation were surveyed as preferring TV over the social networking site at all hours. TV still dominates the evening hours and primetime, as it always has.

But the use of Facebook is still high for the younger generations during primetime. Thirty nine percent of teens and thirty four percent of young adults up to age 34 are on the site during primetime, which is a leading indicator that second-screen social activity will likely grow in the years to come.

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