Two years ago, if you wanted to speak directly to teens, Facebook was your best option – no, your only option. Instagram hadn’t worked its magic yet. Tumblr was barely a thing and Twitter was shunned. Twitter was for moms and business people and old folks who like to know what’s happening in the world. Not their world – the whole world.
But a year ago, The Pew Internet and American Life Project noted the start of a teen trend away from Facebook and on to Twitter. Why? Mostly for the sake of privacy. On Facebook, you have to be you and you have to prove you’re over 13. On Twitter, you can be whomever you want to be and you can have as many accounts as you have email addresses. You can also chat with your favorite celebs and speak your mind (good or bad) anonymously.
That led us here:
These numbers come from the October 2013, Piper Jaffray & Co. 26th semi-annual “Taking Stock With Teens” report.
The biggest reveal here is the huge decline in Facebook usage. Twitter also saw a small decline but in the end, they came out better than Facebook. The sleeping giant is Instagram. A huge gain, this year alone, and they end up as “important” as Facebook. That number should continue to rise as long as Instagram is careful about their use of advertising and they don’t become too mainstream. As soon as Instagram becomes the social media network for moms, the teens will be gone.
Tumblr is holding steady at 4% but it’s hardly a blip on the radar. Google+ also tumbled but they weren’t very significant to teens in the first place, so no big loss.
Here are a few teen shopping stats from the same report:
- Roughly 60-70% of teens indicate they prefer to shop the Web sites of their favorite stores-based retailers.
- Teens prefer labels to logos and seek value in their purchases, owing to the rise of spending in the outlet and off-price channels.
- Approximately 71% of teen girls and 57% of teen boys shop at off-price stores and 52% and 45%, respectively, indicated it is popular to do so.
- The shift toward digital is proliferating softlines, hardlines and media purchases. DVD by mail and streaming account for 52% of movie rentals and online music provider Pandora accounts for 25% of preferred music sources.
If you market to teens, have you noticed a shift on Facebook or Twitter? And moving forward, do you think Facebook will regain what they’ve lost or are teens going to continue to find a new place to network online?