What is InstaTwitterBook?
It is a new name to describe the three most popular social networking websites among teenagers. Many teenagers use more than one social networking website to connect and share information with their friends. Piper Jaffray recently released its 27th Semi Annual Taking Stock with Teens Survey for Spring 2014. 7500 students from 48 states participated in the research study to identify various consumer trends, including most popular social networking site. What were the most popular sites? Let’s find out.
Instagram (30%) was the most used social networking site among teens with Twitter (27%) coming in second, according to the Piper Jaffray study. In addition, the study found that Facebook was viewed as the top social networking site by 23% of the respondents. Several years ago this data would have looked completely different. Facebook would have reigned supreme at the top of the social networking world. Strategically, Facebook acquired Instagram in April of 2012. Facebook’s 23% usage rate quickly turns into 53% with the addition of Instagram to its’ portfolio of acquisitions.
Tumblr (5%), Google+ (4%), Pinterest (2%), and Other (4%) social networking sites rounded out the top ranked social networking sites. Five percent of respondents indicated that they did not use social networking sites.
These statistics are great, but they leave many unanswered questions. I was on my own quest to find out about social networking site usage by teens prior to coming across this report. I surveyed 100 teens aged 14-18 to find out how likely they were to use social networking sites, and what companies were most popular. I used the easy-to-use survey tool from Survey Monkey’s to gather and analyze data. Here are the findings based on my convenience sample:
In a typical day, how likely are you to use social networking websites?
38% were extremely likely and 29% were very likely to use sites like Instagram, Twitter, and Facebook, just to name a few. 17% of respondents indicated they were moderately likely to use social and 13% indicated they were slightly likely to use social networking websites. 3% of the teens stated they were not at all likely to use social networking websites.
Takeaway: Teenagers are actively using social networking websites. How is your business reaching the teen market? What social networking websites is your business using to connect to teens?
The average teen from the study used three different social networking websites when asked to select all of the sites that they use.
The most used social networking site was Instagram, with a whopping 81% usage rate. 68% of the respondents indicated using Twitter, while 66% used Snapchat, and 47% used Facebook respectively. Other social networking sites with lower response rates in descending order included: Google+ (16%), Tumblr (15%), Pinterest (8%), Vine (7%), a Twitter-owned company, Reddit, Wanelo and My Space all with 2%, YouTube trailed with 1%, and one percent indicated not using any social networking website.
Takeaway: Teenagers use multiple social networking websites, and they are looking for the next “best social media platform.” Here comes Snapchat, Google+ and Tumblr. Businesses must be willing to deliver content across new, emerging social media platforms to reach this age group.
Teens were asked, “What social networking site do you use most?”
Instagram was used most by 40% of the respondents. This is 10% higher than the data from the Piper Jaffray study. Twitter was second most used by 32% of the teens in the study, 5% higher than findings in the Piper Jaffray survey. Facebook was most used by only 8% of the survey participants. This was 15% lower than the 23% found in the Piper Jaffray research.
Take away: Facebook usage by teens continues to slide, while other social media networks emerge slowly. Instagram and Twitter dominate the social media network landscape. Facebook Fan Pages will become obsolete. Social Media Cannibalization has begun!