‘Meta has lost its grip on young users’
Meta has lost its grip on America’s young users. Thirty percent of them still use Facebook and TikTok is bigger than Instagram.
That New research The Pew Research Center confirms a trend that has been seen on the streets for years. The meta loses to newcomers. The buy or copy trick no longer works.
Pew surveyed 1,300 teens ages 13 to 17 about their usage behavior. Six years ago, the Facebook app could count on 75 percent penetration. This year it is no more than 31 percent. There is no reason to believe that this downward trend is reversing.
For Instagram, slightly different numbers apply. 62 percent of respondents say they use this meta app. On the other hand, TikTok has penetrated 67 percent or five percentage points higher. Over the past five years, Snap has grown from 41 to 59 percent.
By far the most used social app is YouTube: 95 percent. It looks like the Google service could successfully incorporate TikTok’s attractive elements into its own video app. YouTube shorts are becoming more and more prominent in the video app.
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