Piper Jaffray, a leading investment bank and asset management firm, conducts a semi-annual survey on the habits of American teens. The fall 2013 survey found that Facebook’s impact on teens’ purchasing decisions has decreased steadily over the past year. Piper Jaffray noted “…the popularity of Facebook is waning among teens with 23% citing it as the most important, down from 33% six months ago and 42% a year ago.”
During Facebook’s third quarter earnings call, David Ebersman, Facebook’s chief financial officer, noted that daily usage by young teens has declined. This announcement was followed by a sudden 3% drop in Facebook’s stock.
So what caused teens to change their minds about Facebook, and how do you reach them through social media?
When you ask teens what they think of Facebook, their response may be something along the lines of: “It was popular last year, but now everyone uses Twitter, Instagram, and Snapchat.” Why the sudden change? Teens don’t like that Facebook is popular among their parents; they don’t want to be checked up on or (gasp) have their mother tag them in a baby photo.
According to Pew’s 2013 social usage survey, 79% of men and women ages 30 to 49 spend time on Facebook, while only 19% spend time on Twitter and 18% on Instagram. With Snapchat, images are shared privately, so parents can’t check up on or embarrass their kids. Suffice it to say, parents aren’t invading their teens lives on Twitter, Instagram, and Snapchat.
Wondering if you should change your 2014 digital marketing strategy? For more analysis of reaching teens on social and determining which social platforms to focus on for 2014, download our most recent POV.
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Image courtesy of MarketingCharts.com
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