Brokerage firm Piper Jaffray does a semiannual survey of teen preferences – from shopping to TV watching. We’ve written about it before, and the section on social media usage is always something that we focus on. As a reminder, here are the rankings of the surveyed teens’ “most important” social network from 12 months ago.
As you can see, Instagram was the clear #1 last year, Twitter preference was moving down, Facebook was stable in the teens and Snapchat was beginning to make inroads.
Fast-forwarding twelve months, the new results are in. This time around the survey polled 10,000 teens about a number of topics, and when it comes to social media the momentum of Snapchat is undeniable. Below is the percentage of teens’ who ranked each network their top social site or app for fall 2016:
- Snapchat – 35%
- Instagram – 24%
- Twitter – 13%
- Facebook – 13%
- Pinterest – 1%
- Google+ – 1%
The survey also asked the teens which network they use at least once a month.
- Snapchat – 80%
- Instagram – 79%
- Twitter – 56%
- Facebook – 52%
- Pinterest – 25%
- Google+ – 22%
It’s pretty clear that Snapchat and Instagram are dominating teen time and attention right now. Pictures and video are hot, both in the context of messaging and making permanent posts.
There are more interesting tidbits in the survey. When asked where/how teens consume video/TV, a big time evolution is happening. This shift may be clear to you if you’ve got a teen living in your house. As of this survey, YouTube passed conventional TV for the first time in terms of preferred viewing medium, and Netflix continues to be the leader.
- Netflix – 37%
- YouTube – 26%
- Cable TV – 25%
- Hulu – 3%
- Other streaming – 6%
In terms of mobile devices, iPhone continues to dominate and looks to get stronger. 74% of the teens surveyed own an iPhone, up from 69% in April of this year, and 79% said that their next phone will probably be an iPhone. We’re not sure whether the bulk of the responses came in before or after high end Samsung phones started catching fire, but we suspect that it was before.
When it comes to teen social media preference, a couple of things are clear:
- Pictures and video are where it’s at currently
- Permanent vs. ephemeral is an important distinction and perhaps more important than public vs. private
With Instagram for example, your account can be public or private, but even if it is private it is public to your friends who can all see it – and make no mistake, what your friends think of your pictures is very important. Instagram is the home for your permanent images, and you may also use it for messaging. If you don’t want that image living on into next week or next year, you’ll probably use Snapchat.
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