The following is excerpted from an online article posted by MediaPost.
A new survey provides more evidence that Meta has good reason to fear TikTok’s hold on teens, the demographic that drives the bulk of social media advertising spending.
TikTok is now teens’ favorite social media platform — surpassing Snapchat for the first time — while Meta’s Facebook (along with Twitter) barely registers within that age group, according to the latest Piper Sandler Taking Stock With Teens survey.
The poll, conducted among 7,100 U.S. teens from Feb. 16 to March 22, found 33% favoring TikTok — up from 29% in Fall 2020 when the last semi-annual teen survey was conducted.
Snapchat was favored by 31% — flat with last spring’s survey, but down from 35% last fall.
Meta’s Instagram again came in third, at 22%, down a bit from the last survey.
Meanwhile, just 3% said they prefer Facebook, and just 2% favor Twitter.
However, Instagram leads on the engagement front, with 89% of teens reporting that they use it every month, versus 84% saying they use Snap each month and 80% saying the same about TikTok.
Facebook? Just 31% say they use it each month — fewer than Twitter and Pinterest.
On average, teens reported spending 4.2 hours per day on social media.