Which social apps do you have to be utilizing to attach with teen customers?
The workforce from Pew Analysis have produced their latest report on teen social media use, primarily based on surveys carried out amongst 13 to 17 year-old social media customers between September and October this yr.
And far of it’s as you’ll count on, with YouTube nonetheless the dominant on-line platform of alternative, adopted by TikTok and Snapchat, although the newer traits are value noting in your planning.
First off, Snapchat has simply overtaken Instagram in teen recognition since Pew’s final report (in 2022), whereas Fb has additionally seen a slight resurgence.
Although as famous, YouTube stays the clear chief when it comes to recognition amongst teenagers.
However the particular query right here is vital to notice. For this knowledge level, Pew requested 1,453 teenagers “Do you ever use the following social media apps or sites?” In that context, it’s much less stunning that YouTube is the chief, however that doesn’t account for relative time spent, and the place teenagers are literally partaking extra usually.
Which is probably going of extra worth to entrepreneurs:
As you may see, when it comes to relative platform utilization, YouTube stays the chief, although TikTok can be more and more in style, and truly noticed extra respondents noting that they ‘almost constantly’ use the app.
That factors to the ability that TikTok now holds over youthful audiences, even besting YouTube when it comes to compulsiveness. Nonetheless, when it comes to total utilization, it’s YouTube within the lead, whereas Snapchat and Instagram are nicely forward of Fb as the following hottest possibility.
That is invaluable context, supplementing the highest chart, because it exhibits exactly the place teenagers are spending their time. Basically, should you’re seeking to attain teen customers, YouTube is your greatest wager, however TikTok advert Snapchat additionally see excessive utilization, with TikTok even holding extra consideration amongst “always online” audiences.
When it comes to gender splits, Pew’s knowledge exhibits that teen women are extra seemingly than boys to say they virtually consistently use TikTok and Snapchat, although there’s much less variance within the shares of girls and boys who report virtually consistently utilizing YouTube, Instagram, and Fb.
That’s additionally good knowledge to have, highlighting extra particularly the place every viewers is partaking and interacting, and the place they will greatest be reached.
Pew’s full report additionally appears to be like at ethnicity splits, family earnings variances, regional utilization modifications, and extra.
And that is an attention-grabbing notice:
“While 68% of teens ages 15 to 17 say they use Instagram, this share drops to 45% among teens ages 13 and 14.”
Instagram’s seemingly much less related to youthful teenagers, which may very well be problematic for the app transferring ahead.
Additionally this:
“45% of teens in households earning less than $30,000 a year say they use Facebook, compared with 27% of those whose annual household income is $75,000 or more.”
Fb is extra in style amongst poorer communities, as is TikTok, whereas BeReal is extra generally used amongst teenagers in households incomes $75,000 or extra a yr.
“Some 16% of teens in this category say they use this app, compared with about one-in-ten whose annual household income falls below $75,000.”
That variance is just not big, and BeReal, generally, has lost a lot of its sheen after its preliminary hype interval. However it’s attention-grabbing to think about why totally different communities and demographic subsets choose one app over the opposite.
Is BeReal extra in style amongst those that are extra keen to point out off their way of life? Is Fb extra of a connector amongst low-income communities?
Some attention-grabbing issues, which might issue into your 2024 planning.
You’ll be able to learn Pew Analysis’s full “Teens, Social Media and Technology” report here.
