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Generation Z: Can the sports industry ever make money on them?


Just not with you.

We thought Facebook was their television and Twitter was their radio—the technologies that defined their generation. Twitter’s 140-character limit seemed the epitomization of their notorious 8-second attention span. Then, in the last two years, something happened.

Only 1 in 9 use Twitter to express themselves or communicate. Fully a quarter of users 13 to 17 years old abandoned Facebook this year: Facebook has lost 11 million young users.

“” refers to communication that can’t be tracked or measured by web analytics programs. On internet content sites, now half of web traffic hits pages from sources that are untrackable. Dark sharing now accounts for 84% of all social sharing. Millennials prefer social networks like Snapchat, Whisper and Secret—but they’re also skipping centralized sites to message each other, often in groups, using iMessenger, WhatsApp, Line, WeChat, Kik and other apps designed to avoid texting charges.

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