Myrtle Beach, a region teeming with digital engagement, presents many opportunities for businesses to harness the power of online marketing. The Grand Strand area’s internet usage statistics reveal a community deeply embedded in the digital space. This article delves into various aspects of this digital landscape, underscoring the importance of a comprehensive digital marketing approach that aligns with the local population’s internet habits.
Internet Access
The high internet access rates in Myrtle Beach serve as the bedrock for digital engagement in the region. With 88.5% of households connected to the internet, the area surpasses national averages, signaling a community that is not only online but also receptive to digital initiatives. This connectivity has a multiplicative effect, catalyzing opportunities in e-commerce, telecommuting, and information dissemination.
Businesses must recognize that a significant digital presence is no longer optional but necessary. This degree of connectivity enables companies to reach a wide audience, providing the means to engage with consumers directly and personalize the customer experience. Leveraging this high internet penetration rate, businesses can utilize data-driven marketing strategies, target their messaging more effectively, and optimize their online touchpoints for better user experiences.
Google Search
The preference for Google Search among the Grand Strand’s residents, with an estimated 83.2% usage rate, showcases the search engine’s role as the primary tool for digital discovery. This statistic not only signifies the importance of search engines in the daily lives of Myrtle Beach’s residents but also highlights the potential for businesses to gain visibility through search engine optimization (SEO) and search engine marketing (SEM).
Mastering Google’s algorithms through SEO can ensure a business becomes a go-to resource for information, products, or services. Companies investing in SEM can enhance their visibility, driving traffic and conversions through targeted advertisements. In this high-usage environment, appearing on the first page of Google’s search results could be the difference between a thriving business and an invisible one.
YouTube
With 78.6% of Myrtle Beach residents using YouTube, the platform emerges as a frontier for video marketing. YouTube’s influence extends beyond entertainment; it is a vital source of information, education, and brand discovery. Video content has been shown to have higher engagement rates, and in a community where a significant majority are regular users, the potential for impact is substantial.
Businesses must adapt to this trend by creating compelling video content that resonates with the local audience. From product demonstrations to customer testimonials, the format allows for creativity and can significantly enhance brand presence and recall. Moreover, YouTube’s advertising platform provides a means for targeted campaigns, allowing businesses to reach specific demographics within the Grand Strand area, matching their message with the interests and behaviors of potential customers.
The statistics indicating that 72.1% of people in Myrtle Beach have a Facebook account underscore the platform’s importance in nurturing community engagement. Facebook’s extensive reach makes it an invaluable tool for businesses to build and maintain customer relationships. It enables companies to tap into local groups, participate in community discussions, and engage with customers personally.
A robust Facebook strategy could involve community management, targeted advertising, event promotion, and content marketing, all tailored to the local culture and interests. By cultivating a strong presence on Facebook, businesses can foster loyalty, encourage word-of-mouth recommendations, and ultimately drive sales.
Short-Form Video Consumption
The consumption of short-form video content, such as TikTok Reels and Instagram Reels, by 65.4% of the Grand Strand area’s population marks a shift in content preferences. This trend towards shorter, more engaging content formats cannot be overlooked by businesses aiming to stay relevant. Short-form videos are not just popular among younger demographics; they have gained traction across all age groups, offering a format that is easily consumable and shareable.
Incorporating short-form video into marketing strategies allows businesses to capture attention quickly and convey messages in an entertaining and informative manner. These videos are ideal for storytelling, showcasing brand personality, and creating viral marketing campaigns. Moreover, the platforms hosting these videos provide robust tools for targeting and analytics, enabling marketers to refine their campaigns for maximum impact.
Instagram and TikTok
Instagram and TikTok have transformed the digital marketing landscape with their emphasis on visual storytelling and high engagement. In Myrtle Beach, where 57.3% and 48.2% of residents use Instagram and TikTok, these platforms offer a canvas for creativity and a means to connect with a visually oriented audience.
Businesses can leverage Instagram for its varied features, including posts, stories, IGTV, and Reels, to create a multi-faceted brand narrative. TikTok’s unique algorithm and culture encourage virality and trends, allowing businesses to tap into the zeitgeist. By creating content that aligns with the visual and creative expectations of these platforms, companies can foster a community of brand advocates and drive user-generated content, amplifying their message organically.
Other Social Media Platforms
While platforms like Twitter, Snapchat, LinkedIn, and Pinterest have lower usage rates in Myrtle Beach, ranging from 12.4% to 18.7%, they represent niche channels that can be particularly effective for targeted marketing efforts. Each platform has a distinct user base and content style, offering opportunities for businesses to connect with specific audiences.
Twitter’s real-time conversation streams are ideal for timely content and customer service, while Snapchat’s ephemeral nature appeals to a younger demographic seeking authentic experiences. LinkedIn is a professional network suitable for B2B marketing and thought leadership content. Pinterest is a powerful tool for driving traffic and sales, particularly in industries such as home decor, fashion, and cooking.
Age-Specific Digital Behaviors: Targeting Across Generations
The digital behaviors of Myrtle Beach residents vary across age groups, presenting an opportunity for businesses to tailor their digital marketing strategies accordingly. For instance, the 18-24 age group demonstrates high engagement across all platforms, indicating the effectiveness of a broad digital approach for reaching this demographic. Conversely, the 65+ age group, while still engaged, shows a preference for different platforms and content types, necessitating a more focused strategy.
Understanding these age-specific behaviors is critical for businesses looking to optimize their marketing efforts. By aligning their content and platform choices with the preferences of each age group, companies can ensure that their digital marketing campaigns resonate more effectively with their intended audience.
The digital environment of Myrtle Beach is characterized by high internet penetration and varied platform engagement, offering a dynamic playground for digital marketing. By understanding the local internet usage patterns and leveraging the strengths of each digital channel, businesses can craft targeted strategies that speak directly to the Grand Strand’s connected community. The data paints a clear picture: for companies willing to engage with the digital nuances of Myrtle Beach, the potential for growth and success is substantial.
According to a 2023 study by the Pew Research Center, 65+ year-olds are more likely to consume information from traditional sources such as print, TV, and radio than younger generations. In Myrtle Beach specifically, the following are some of the most popular sources of information for the 65+ age group:
- Print: Local newspapers such as The Sun News and The Myrtle Beach News are popular sources of information for the 65+ age group. Other print publications that are popular with this age group include magazines such as AARP The Magazine, Southern Living, and Better Homes & Gardens.
- TV: Local TV news stations such as WMBF NBC News and WBTW News13 are popular sources of information for the 65+ age group. National TV news networks such as CNN, Fox News, and MSNBC are popular with this age group.
- Radio: Local radio stations such as WSCQ Smooth Jazz and WRNN FM 105.5 are popular sources of information for the 65+ age group. National radio news networks such as NPR and BBC World Service are popular with this age group.
In addition to traditional sources of information, the 65+ age group in Myrtle Beach is also increasingly using online sources to consume information. According to the Pew Research Center study, 73% of 65+ year-olds now use the internet, and 62% use social media. Some of the most popular online sources of information for the 65+ age group include:
- News websites: Local news websites such as MyrtleBeachOnline.com and WMBFNews.com are popular sources of information for the 65+ age group. National news websites such as CNN.com and NYTimes.com are also popular with this age group.
- Social media: Social media platforms such as Facebook, Twitter, and Nextdoor are popular sources of information for the 65+ age group. These platforms allow users to connect with friends, family, and neighbors and to share news and information from a variety of sources.
TV Usage, Connected TV
According to a recent study by eMarketer, the national cord-cutting rate is 54.4%. We estimate that the cord-cutting rate in the Myrtle Beach area is slightly lower, at around 50%. This estimate is based on the following factors:
- Myrtle Beach has a relatively high percentage of young and tech-savvy residents.
- Myrtle Beach is a popular tourist destination, and many tourists are likely to be familiar with and use CTV and OTT devices.
Many factors have contributed to the high rate of cord-cutting in Myrtle Beach. One is the relatively high cost of traditional cable and satellite TV service. Another is the growing availability of affordable and convenient streaming options. Finally, many Myrtle Beach residents are young and tech-savvy, and they are more likely to be early adopters of new technologies.
The most popular CTV and OTT devices in Myrtle Beach are Roku, Amazon Fire TV, and Apple TV. These devices offer a wide range of streaming apps, including Netflix, Hulu, Amazon Prime Video, and Disney+.
Cord-cutting is having a significant impact on the media landscape in Myrtle Beach. Traditional cable and satellite TV providers are losing subscribers, and local TV stations are struggling to maintain their reach. However,the rise of CTV and OTT is providing viewers with more choices and greater control over their viewing experience.
Sources:
Source: US Census Bureau, American Community Survey: https://www.census.gov/programs-surveys/acs/
Source: StatCounter: https://statcounter.com/
Source: Statista: https://www.statista.com/
