UK Internet users aged 18 to 34 are likely to check their social media profiles very, very, very early in the day, according to a new study by Lightspeed GMI.

In the November 2014 survey, 26.9% of 18- to 24-year-old respondents reported “In bed when I wake up” as being the first time they checked social media during the day, reports eMarketer.

Since this age group has effectively grown up with social media, their desire to ‘switch on’ as early as possible is perhaps unsurprising. What may come as a surprise is the fact that 25- to 34-year-olds are pretty much as likely to check their tweets before they brush their teeth – 23.2% of this age group said they checked social media in bed.

In the older age groups, there is a sharp drop-off in early-riser social media use. Just 8.5% of 35- to 44-year-olds, three per cent of 45- to 54-year-olds, and 1.6% of over-55s reported using social media as soon as they wake up.

These age groups are also most likely to have ‘social-free’ days, with nearly 25% of over-55s saying they don’t check their social media every day, compared to just 2.1% of 18- to 24-year-olds.

eMarketer predicts that, by 2018, mobile phone social network user penetration will  stand at 94% amongst 18- to 24-year-olds – a steep rise from the current 86%.

However, the biggest predicted rise in amongst over-65s. Currently, user penetration stands at ten per cent, but this is expected to rise to 28% by 2018.

Internet Marketing News is brought to you by ClickThrough – experts in online PR and content marketing. 

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Oliver Pyper is senior online copywriter at ClickThrough Marketing. He writes on-page content, blogs, press releases and loads of other bits and pieces too numerous and brilliant to mention. He’s also responsible for Kate Bush: The Musical and a series of videos depicting a young man’s search for energy drinks in New York City. Drop him a line if you want to talk content solutions or Kate Bush.