TikTok is now one of the top social media apps among teenagers while Facebook usage has been dropping sharply.
That’s according to new research from Pew Research Centre based on a survey of 13 to 17 year-old app users in the US.
The survey found that 67% of them previously used TikTok with 16% using it constantly.
Meta’s Facebook has been declining in favour among youngsters for quite some time, but Pew’s findings confirm this fact with usage dropping from 71% in 2015 to 32%.
However, it was YouTube that performed the best with 95% of teens using the video platform with 19% using it constantly. It is followed by TikTok, Instagram and Snapchat.
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Facebook ranks fifth, trailed by Twitter, Twitch, WhatsApp, Reddit and Tumblr.
There are some differences between teen boys and girls with boys more likely to use YouTube, Twitch and Reddit, while girls favour TikTok, Instagram and Snapchat.
More than a third (35%) of teens said they used one of the top five social apps “almost constantly”.
Some 36% admit they spend too much time in social media while 55% of teens believe to be spending the right amount of time and 8% saying they spend too little time using these platforms.
At least half of teens admitted that it would be hard to give up social media apps.
The findings offer some interesting insights as to where marketers should focus their advertising effort if they plan to reach the teenage segment.