ALEXANDRIA, Va.—Facebook is losing its appeal with Gen Z, that generation born since 1995 and whose members spend about three hours online each day.
In January, Business Insider surveyed a group of 1,884 Americans between the ages of 13 and 21. One question was asked about the social media platforms these young people previously used but don’t use anymore, and 30% answered Facebook, which was closely followed by messaging app Kik and Skype, the free online call and video service.
But that doesn’t mean that teenagers and young adults aren’t still checking Facebook. In response to a question asking which platforms participants check daily, Instagram came in first with 64.5% of votes, while YouTube was a close second (62.4%), Snapchat was third (51.3%) and Facebook was fourth (34.1%).
Taken together, the answers indicate that YouTube and Snapchat could be resonating more strongly with Generation Z, considering that many participants said they check these two platforms daily, and fewer respondents said they’ve abandoned these platforms compared with Facebook. (Of those polled, 9.36% said they’ve stopped using YouTube, while 18.22% said they no longer use Snapchat.)
The results reinforce previous findings that have suggested teens are moving away from Facebook in favor of services such as YouTube, Snapchat and Instagram. Last May, for example, a Pew Research Center survey found that 51% of U.S. teens between the ages of 13 and 17 use Facebook, while 85% use YouTube, 72% use Instagram and 69% use Snapchat. The national poll was conducted with SurveyMonkey on behalf of Business Insider and ran January 11-14.
For more on marketing to Gen Z, see the April issue of NACS Magazine.