Brands are now understanding that if they want to reach young consumers, they need to tailor marketing for the media and entertainment they’re spending the most time consuming, and knowing which they love the most is a huge advantage.
Of the social sites Instagram was at the top of their top ten favorite app list, beating out Facebook, Snapchat, Twitter, Tumblr, YouTube, and more.
But they’re using multiple platforms for multiple purposes, so in one of our most recent surveys of young consumers, we took our exploration of their social sites media preferences to a new level. Which social platform do Millennials and teens think is the most fun? The most boring? The most addictive? We got 1000 13-33-year-olds to sound off on the social media that they use, and got the real scoop on how they rank the apps and sites they’re hooked on.
We had young consumers look at a list of positive and negative descriptors, and asked them to choose the social sites media app that they felt is best described by each. The result is a snapshot of their range of feelings on these platforms. Here’s an overall look at which apps were most likely to be chosen for each descriptor, for 13-33-year-olds overall:
Facebook’s ubiquitousness for young consumers is clear here. They see the site as the most popular, addictive, authentic, boring, and annoying all at once. FB’s wide range of functions are a factor: because so many things are done on the platform (photos, status, news sharing, etc.) it can play more than one role in users’ lives, and evoke many different feelings.
Arguably, YouTube performed the best in the positive attribute list, ranking the highest for the most descriptors, and not coming in the top three position for any of the negative list. Interestingly, Twitter has a bit of the opposite problem, coming up as the second most annoying and most mean platform overall, and not ranking in the top three for any of the positive attributes. Twitter use has plateaued amongst young consumers, while visually-driven Instagram (which ranked as one of the most popular, addictive, and creative) has seen use steadily climb. SEE MORE HERE