Facebook no longer attractive among teens

A 2022 study by Pew Research Center uncovers that nearly all US teens right now use YouTube, whereas only 32 percent say they use Facebook. STOCK PHOTO

INTERNET use has increased massively in the past two decades and today, there are more active users than ever. Social media websites, in particular, have become extremely popular, with Facebook being the third most visited site in 2021.

Despite the recent rise of Instagram businesses and influencers, Facebook remains the most popular marketing platform — in 2021, 78 percent of its users said they have found new products and services on the platform according to data published by BroadbandSearch.

TikTok, on the other hand, was the most downloaded app last year after launching internationally back in 2017.

Social media is a big part of teenagers' lives — new generations are now being born in a digital world where texting and sharing videos have largely replaced real-life (or irl, as Gen Zs would say) communication. Tracking what interests young people and, particularly teenagers, when accessing the internet is a fascinating, useful tool for spotting larger trends and even peeking into the future.

Striving for answers, the team at TradingPedia examines a new report called "Teens, Social Media and Technology" by the Pew Research Center. It uncovers some interesting tendencies in young people's preferences such as the fact that nearly all teens right now use YouTube whereas only 32 percent say they use Facebook.

While Facebook remains the top platform of choice among all age groups in the US and worldwide, American teens prefer to spend their time mostly on YouTube. The website which launched in 2005 as a video streaming platform is now the most popular social media site among teenagers in the US, with 95 percent saying they have ever used it and 19 percent admitting they visit it almost constantly.

Next in popularity is TikTok (and its original Chinese version Douyin) which was released in 2016 but did not become globally available until 2018 when it merged with the Chinese social media platform Musical.ly. Of those surveyed by Pew Research Center, 67 percent say they have used the app and 16 percent say they use it almost constantly.

The third most popular social media platform among US teens is the video-sharing service Instagram, owned by Meta Platforms (known until recently as Facebook Inc.). Sixty-two percent of respondents are Instagram users, while 10 percent open or use it almost constantly.

Photo sharing app Snapchat is following closely, with 59 percent of teens using it. Fifteen percent say they are constantly on it.

Meanwhile, less than a third (32 percent) of all teens in the survey visit Facebook, and only 2 percent are almost constantly on it. Note that researchers did not include Facebook's Messenger as a separate platform in the survey, so it is likely that these percentages reflect the use of both Facebook and Messenger.

Teens were also asked about several other social media platforms and the results show that 23 percent used Twitter, 20 percent used Twitch, 17 percent were on WhatsApp, 14 percent used Reddit and a mere 5 percent say they ever used Tumblr.

Things change quickly in the world of social media, even more so when it comes to young people and their preferences. Facebook was once the most used social media website among teenagers in the US with 71 percent of them being on it in 2014.

Data from a similar survey by Pew Research Center shows that from 2014 to 2015, Instagram was the second most popular after Facebook with 52 percent using it, while Snapchat was used by 41 percent of respondents.

By 2018, when researchers conducted yet another survey, there was a significant shift in the social media landscape. Facebook's popularity dropped, and it had become the fourth most used platform with only 51 percent of teens using it. YouTube had replaced it — 85 percent of teenagers in the US said they used the website. Another interesting fact is that two platforms from the 2014 to 2015 survey were not present in the 2018 statistics — Vine and Google+, which were discontinued.

Teens on social media

Since TikTok exploded in popularity in 2018 and 2019, there have been concerns that the app and the short video form of the content, may affect users' attention spans and cause addiction.

However, findings from the Pew Research Center report show that YouTube is used more frequently than TikTok, at least at first glance. Nearly three-quarters or 77 percent of teens visit YouTube at least once a day compared to 57 percent who say they are daily TikTok users. Daily (or more frequent) use of platforms drops to 51 percent for Snapchat, 49 percent for Instagram, and 18 percent for Facebook.

But when we look at how many use TikTok and Snapchat at all, we could see that a larger share of users log in daily or more frequently. Around 86 percent of those who use the two platforms open them every day. And a quarter of users are on the apps almost constantly.

This brings us to the next question — is it hard for teens to stop using social media? Unsurprisingly, the short answer is "Yes," at least for half of the youngsters that took part in the survey.

More than a third of teens or 36 percent say they spend too much time on social media, while 55 percent think they spend just the right time on these platforms. Another 8 percent believe their time on social media is "too little."

Researchers also asked them how hard it would be for them to quit social media and 54 percent of respondents said it would be hard — that would be "very hard" for 18 percent of teens and "somewhat hard" for 35 percent. For 20 percent of teens, this task would be "very easy," while 26 percent found it "somewhat easy."

Moreover, 78 percent of teens who say they spend too much time on social media admit it would be hard for them to quit it, with 29 percent describing it as "very hard."