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Impact of missing social media presence on brand attachment in an age comparison
The survey quantifies how a social media exit from TikTok, Instagram or Facebook erodes brand attachment — from Gen Z to the 55+ cohort.
PREMIUM
Source
Source
ONE8Y
Survey period
Survey period
06/02/2026 - 06/03/2026
Survey country
Survey country
Germany
Sample
Sample
n=1,252 people interested in sport (top 2 on a 4-point scale), of which n=166 sport-interested people aged 16-24, n=338 sport-interested people aged 25-34, n=322 sport-interested people aged 35-44, n=264 sport-interested people aged 45-54, n=162 sport-interested people aged 55+
Question
Question
Imagine your favorite sports club or favorite brand were suddenly no longer on TikTok, Facebook or Instagram. How would this affect your connection to this brand?