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Audience Insights: Facebook Use Among Teens on the Decline

| June 08, 2018

Facebook use is on the decline as teens now heavily favor YouTube over the once-most-popular social network, and spend more time on Instagram and Snapchat.

Facebook use is on the decline as teens now heavily favor YouTube over the once-most-popular social network, and spend more time on Instagram and Snapchat.

What does that mean for your marketing strategy?

The Pew Research Center released its latest report on social media use among teens, 13 to 17 years old, and found that Facebook ain’t what it used to be just three short years ago, as teens now heavily favor YouTube over the once-most-popular social network. They’re also spending more time on Instagram and Snapchat. Of the teens surveyed:

  • 85% use YouTube, 32% use it most often.
  • 72% use Instagram, 15% use it most often.
  • 69% use Snapchat, 35% use it most often.
  • 51% use Facebook, with only 10% saying they use it most often.

These numbers represent a dramatic change in a short time period. A similar study conducted by Pew Research in 2015 didn’t include YouTube and found:

  • 71% of teens said they used Facebook.
  • Nearly 50% used Instagram.
  • 41% used Snapchat.

The study also found that 95 percent of teens have a smartphone, with 45% of them being online “almost constantly,” compared to the 74 percent and 24 percent in 2015, respectively.

About TEGNA Marketing

While trends change, your marketing strategy needs to adapt. Consider running YouTube ads to reach a younger and growing audience. TEGNA Marketing offers a Video Advertising solution that builds brand awareness, engages with customers, and tracks conversions. Get connected with a TEGNA Marketing pro to learn more.

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