We hate to say we told you so but—we told you so.
Pew Research Center’s latest study found that approximately 51 percent of U.S. teens between the ages of 13 and 17-years-old reported they use Facebook. In the 2014-2015 study, 71 percent of teens indicated they were Facebook users. The world’s largest social media network is now less popular among teens than YouTube, Snapchat, and Instagram.
According to Pew’s study, Snapchat is the most popular platform with 35 percent of teens reporting they use it the most. YouTube is following in second with 32 percent of teens indicating they use the platform more than others, 15 percent of teens say the same about Instagram, and only 10 percent state they use Facebook more than any other social media platform. Sites like Twitter, Reddit, and Tumblr are cited even less as the site teens spend most of their time on.
We’ve seen a larger audience drift towards visual platforms like Instagram and YouTube with the increasing popularity of video content. In fact, the most ubiquitous online platform among teens is YouTube, with 85 percent of U.S. teens saying they use the video sharing site. Following shortly behind is Instagram, with 72 percent indicating they use the platform.
In addition to the shift in social media popularity, more teenagers are reporting that they’re online all the time. Some 45 percent of teens say they use the internet almost constantly. In the 2014-2015 survey, only 24 percent indicated they used the internet on a constant basis.
If you’re not targeting a younger audience, this shift in social media landscape shouldn’t disrupt your marketing efforts—yet. However, this generation of users could potentially be a part of the audience you’re targeting in the future. It’s difficult to believe that a social media giant like Facebook could ever phase away, but we’ve already experienced it first-hand with MySpace and Flickr.
Stay on top of the ever-changing trends. Contact Hippo Marketing for your social media marketing needs.
Source: Pew Research Center