The Kids are still alright with Facebook, says Forrester
Music Ally, June 25th, 2014 by Stuart Dredge
Research firm Forrester has published the results of a new survey of 4,517 American 12-17 year-olds that it claims shows Facebook still has BFF status with teens.
“Facebook remains young users’ favourite social network. More than three-quarters of online youth use Facebook — twice as many as use Pinterest or Tumblr or Snapchat, and more than use Instagram and WhatApp combined,” explained Forrester analyst Nate Elliott in a blog post.
“And 28% of young users who are on Facebook say they use it ‘all the time,’ a higher percentage than said this about any other social network… The bottom line: The sky is not falling. Facebook does not have a problem attracting or retaining teen users.”
The Wall Street Journal offered some more details from the survey, noting that nearly half of the young respondents said they are using Facebook more than they were a year ago.
It’s also notable that Facebook owns Instagram and WhatsApp, which both score highly on the chart published by Forrester to show teen engagement with various social services. It tried to buy one of the others, Snapchat, but is now focusing on a new app Slingshot that offers similar photo and video-pinging features.
We’re hoping that the coming months will see less people banging on about whether more or less teens are using Facebook, in favour of a more careful study of how they’re using it – as well as how they’re using other social apps and services.
We’d suggest that this particular demographic may have the sharpest sense of different uses for different services, and it’s understanding those patterns of behaviour that will be of most use to music marketers and digital music services in the future: less ‘are they ditching Facebook’ and more ‘what are they doing on Facebook that they aren’t on other services, and vice versa?’.