Facebook Inc (NASDAQ:FB) is losing popularity among teens as more and more youngsters prefer Instagram and Twitter Inc (NYSE:TWTR) to fulfill their social media needs, says a report from Piper Jaffray. There is no mention of Vine or Snapchat in the survey, which is an odd omission.
Instagram balances Facebook usage decline
According to a report from The Washington Post, Facebook usage from fall 2014 to spring 2014 among teenagers aged 13 to 19 dropped from 72% to 45%. Facebook, however, is still the largest social networking site and also owns Instagram, which balances the equation.
Piper Jaffray’s survey Taking Stock with Teens is conducted semi-annually. The fall 2014 one covered 7,200 US teens. Analysts noted that these teens are fond of Apple Inc. (NASDAQ:AAPL) and that 67% of them own an iPhone, compared to 61% in the spring wave. Also 73% are expecting to buy an iPhone as their next smartphone and around 66% of participants use the iPad. The survey found that Android is losing popularity, as only 19% of the teens surveyed prefer Android, down from 24% in April.
These kids are from well-to-do families, and around 2,200 of those surveyed have an average household income of $109,000. Others are close to the middle of the U.S. income distribution with a $56,000 household income.
Apple Watch not popular among teens
The Apple Watch is not in demand among these kids because they do not understand the need for this kind of device. In 2012, a study concluded that only 32% of Millennials wear a watch all the time, even though 71% own a watch. Those born after 1990 prefer to use a phone for checking the time and showing off. Piper Jaffray’s study shows that the most popular watch brand among them is Rolex–not that they actually own one or want to.
It’s interesting to note that Apple should not use Facebook to promote its watch as there will be hardly any teens on the network to show ads. Instagram usage among teens has surged from 69% to 76%, and 38% of teens say that Instagram would be the best marketing channel to reach them. A recent report in The New York Times indicated that Facebook is working on a new mobile app that would enable anonymous and pseudonymous interaction, which might help the company to increase interest among teenagers.