Facebook has seen a drop in the number of teenage users according to the Pew Research Centre.
Facebook was used by 71% of teenagers, the only platform used by a clear majority of teens in the 2014-15 Pew Research Centre survey. In comparison, Instagram had just 52% and Snapchat 41%.
However, in the most recent survey, Facebook’s share has dropped to just 51% of 13-17 year olds. This means that Facebook has dropped to the fourth most popular platform among the age group; Youtube now holds the majority with 85%, followed by Instagram (72%) and Snapchat (69%).
Mobile phone usage virtually universal
The survey comes as smartphone use amongst teenagers becomes virtually universal; with 96% of UK teenagers able to access a smartphone. “Over a third (37.3%) of UK 15-year-olds can be classed as ‘extreme internet users’ (6+ hours of use a day.)” according to a report by the Education Policy Institute (EPI) thinktank.
It also declined in usage, with the most used platform now being Snapchat with 35% of teenagers claiming they use it more often than other platforms. Facebook was used most often by just 10% of its 13-17 year olds.
Facebook retains student population
However, Facebook is the most used social media sites among students, with 83% saying they use is regularly. Followed by Youtube (80%) and Snapchat and Instagram with 73%. UCAS’s recent report on Student Lifestyles said, “For the second year running, Snapchat and Instagram grew their student base more than any other social media sites. Facebook retained the top spot, but was one of the only sites to lose market share. A site not mentioned, but second most popular if compared with social media, was YouTube, where 80% of students said they used the site on a regular basis.”
Facebook remained the most popular site overall, with students still choosing it as the site they’d use over others. With 73%, Instagram and Snapchat are tied . They have been the fastest growing over the last three years, up to 20%. WhatsApp growth amongst students almost stopped in 2017, the app was most popular with London-based students. Twitter usage has remained pretty consistent. 18-19 year olds used it most (42%), whereas only 11% of 17 year olds were members.
If you’re not sure that your campaign is utilising social media to its potential, give our team a ring on 02921 320 200 or email at firstname.lastname@example.org