According to a recent study from the Pew Research Center, the number of American teens between the age of 13 to 17 who say they use Facebook has dropped 20% since 2015 when it was the dominant social media website. Previously, 71% of teens admitted to using the platform but as of 2018, this figure has dropped to 51%.
The study found that the use of Facebook was significantly less than that of other platforms such as YouTube (85%), Instagram (72%) and Snapchat (69%). The other platforms have seen a marked increase in their use, previously only 52% of teens used Instagram, while 41% said they used Snapchat (the 2014-15 study did not include Youtube or Reddit).
These new are reflect just how much the social media landscape in the past three years, namely that teens no longer centre their interest around a single platform.
Teens Highly Valued Users
95% of teens have access to a smartphone, and 45% say they are online ‘almost constantly’, which makes their demographic incredibly valuable to a social media platform. Not only are highly attractive to advertisers, they also add the trendy factor to a platform, which in turn attracts more users.
Gender Influences Social Media Choices
70% of teens living in households earning less than $30,000 per annum used Facebook, more than those living in families with incomes higher than $75,000 at only 36%. Girls tended to identify Snapchat as their most used site, while boys were more likely to use Facebook.
Black teens were more likely than white teens to say that Facebook was their go-to platform, 26% vs 7%. 41% of white teens preferred to use Snapchat compared to black (23%) and Hispanic teens.
Facebook Remains Largest Platform
Although Facebook owns Instagram it will still be an issue for their flagship brand and platform. An eMarketer study has predicted that Fakebook’s user base among US teens would lose 2.1 million users under the age of 25 in 2018, saying that: “Teens and tweens migrating to Snapchat and Instagram.
Both platforms have found success with this demographic since they are more aligned with how they communicate—that is, using visual content.”Although teens are deserting Facebook, it remains the largest social platform with 2.2 billion users.