[Numbers] Facebook, Snapchat, Instagram …: who is the most popular with young people?

by bold-lichterman

  • In the USA, 64.7% of 12-17 year olds use Facebook at least once a month, year-round, according to eMarketer data. This figure exceeds 75% for 18-24 year olds.

  • Sure Snapchat, nearly 60% of 12-17 year olds connect to the app at least once a month. Among 18-24 year olds, this figure reaches almost 70%.
  • Finally, on Instagram, 12-17 year olds are less than 20% to connect to the application every month. The 18-24 year olds are a little over 65% in this case.

By 2019, 20% of online advertising spending will be allocated to various social networks, according to Zenith Optimedia, Facebook in the lead. Who are the most used social media users today, and which of them has the most success with the youngest, prime targets of advertisers? This is the question that eMarketer asked itself in a study taken up by Recode.

If Facebook remains the most used social network across the Atlantic, regardless of the age group considered, Snapchat has shown spectacular progress for 3 years, and Instagram has quickly made a place for itself in the habits of 18-24 year olds.

Specifically, more than 80% of 25-34 year olds use Facebook every month, while more than 75% of 18-24 year olds do. 64% of 12-17 year-olds log onto Mark Zuckerberg’s social network each month, much less than their elders.

On Snapchat, however, 18-24 year olds are the most active, with nearly 70% of them using it every month. The 12-17 year olds are barely less than 60% to use every month the application launched in 2011. Finally, not surprisingly, 25-34 year olds have more difficulty adopting Snapchat, since they are not that 42% connect to it each month.

Finally, on Instagram, it is 12-17 year olds who tend to abandon the application, since less than 20% of them use it every month. The 18-24 age group is a little over 65% and the 25-34 age group a little over 50%. Note, Twitter posts scores much lower than other social networks, with a commitment of between 20% and 40% depending on the age group, and which has hardly changed since 2014.

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Sources: eMarketer, Recode

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