Young users in particular prefer communication via visual content
US teenagers between the ages of twelve and 17 are increasingly leaving the social network Facebook in favor of focusing on online services such as Instagram and Snapchat. This is the result of a current study by the market research company eMarketer .
Visual content inspires
“Facebook is increasingly uninteresting for teenagers because it is heavily used by older generations, for example by their own parents. With a focus on the visual, offers such as Snapchat and Instagram offer the opportunity to share the actual living environment with others, for example in the form of short picture stories. Images can be changed and expanded quickly and easily with graphic elements, so creativity is directly addressed,”
says psychologist Christian Roth to press text.
The number of young Facebook users from the USA alone is expected to fall by around three percent this year.
In addition, the use of Facebook among adults between the ages of 18 and 24 would increase significantly more slowly than assumed in previous surveys. Instead, young adults are migrating to services like Instagram and Snapchat.
“Instagram and Snapchat are successful with this demographic because they are more attuned to how they communicate – namely with visual content,”
explains eMarketer analyst Oscar Orozco. Snapchat is therefore expected to experience a 19 percent increase among 18 to 24 year olds this year. According to eMarketer, Instagram is also expected to record a user increase of around nine percent due to more registrations from teenagers.
Loss of young users
“Young people type very effectively on digital devices; laziness in typing can only be seen in the brevity of the messages. Abbreviations are therefore very common. Since we communicate so much more, more concise content is recommended. You type faster and read faster too. Twitter also builds on this concept with its 140 character limit, but is less interesting to teenagers than the visual alternatives,”
said Roth.
"Aside from those who have already left Facebook, teenagers and young adults appear to be less engaged on the network - logging in less often and spending less time on the platform,"
Orozco knows. Experts suspect that Facebook will not be able to fascinate the new, younger audience in the way Instagram and Co are currently doing. It is only logical that advertisers also change platforms.
“Facebook is lucky to own Instagram,”
concluded eMarketer analyst Debra Aho Williamson.
Preview image source: tulpahn / Shutterstock.com
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Notes:
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