Instagram stays probably the most used social app amongst teenagers, although TikTok is extra standard as an leisure supply.
That’s in accordance with the newest analysis carried out by Piper Sandler, which appears at teen tendencies of be aware, and the way they’re shifting over time.
Based mostly on an annual survey of greater than 13,000 U.S. teenagers, Piper Sandler discovered that Netflix ranks barely greater than YouTube in each day video consumption, whereas TikTok beat out IG as probably the most preferred social app.
But, when it comes to utilization, Instagram remains to be primary, gaining some 7 proportion factors for the reason that final survey. TikTok got here in second (+5%) adopted by Snapchat (-3%).
Which is not any shock. Youthful audiences have at all times gravitated in the direction of these apps, although as you’ll be able to see, Snapchat has misplaced some floor within the newest Piper Sandler survey.
When it comes to different social platforms, Pinterest is producing extra curiosity than previously (+6%), whereas Fb has additionally seen a slight resurgence (+2%). The platform previously referred to as Twitter, in the meantime, declined in utilization by the identical quantity amongst teenagers (-2%).
The truth that Instagram stays standard might relate to person social graphs, and established networks within the app, whereas Meta’s shift in the direction of AI-recommended content material, which not everyone seems to be a fan of, has additionally elevated time spent within the app. Certainly, simply final week, Meta reported that there are actually 40 million younger adults utilizing Fb throughout the US and Canada day-after-day, the best degree in additional than three years.
When it comes to strategic planning, these insights in all probability don’t change your concentrating on, as these have been doubtless the platforms you have been already in the event you have been attempting to succeed in youthful customers. However perhaps Pinterest is value a glance, whereas Fb’s enhancing AI advertisements might additionally present a stronger pathway to youthful audiences than you could anticipate.
However nonetheless, its IG and TikTok that cleared the path, whereas Snap maintains its relevance and affect over this cohort.
You possibly can try Piper Sander’s full examine information right here.