According to a Postbank study, Facebook and Twitter are no longer popular among the younger population. WhatsApp, YouTube and Instagram, on the other hand, are becoming increasingly popular.

WhatsApp, YouTube and Instagram: This is the order of the social networks most used by German young people. TikTok is on the rise, and no platform has gained as much as the music video portal compared to the previous year, as Postbank's youth digital study

Knowledge important for companies

“Young people use social media as a matter of course; they are not afraid of new platforms and communities. If you want to reach this generation and understand their world, you can't ignore social media. Companies also have to continue to adapt to this. It's worth taking a close look at what type of exchange is received on which platform and which topics can be discussed via which channel," emphasizes Thomas Brosch, Head of Digital Sales at Postbank.

Compared to 2020, the usage figures for WhatsApp and Instagram remained stable. 83 percent of 16 to 18 year olds use WhatsApp and 77 percent use Instagram. Last year, YouTube was tied for the top spot with WhatsApp, but lost seven percentage points and is now in second place with 79 percent. TikTok saw strong growth. 58 percent of teens are registered here – 31 percentage points more than last year. Twitter is losing, only 17 percent use it. Facebook also hardly plays a role with similarly low usage figures.

Girls for TikTok, boys for Twitch

On some platforms there are clear differences between the genders. For example, 74 percent of girls use Snapchat, but only 50 percent of boys use it. It's similar with TikTok. 73 percent of girls log in there, while only 44 percent of boys log in. The latter more often use the video portal Twitch, where computer games are mainly streamed. A survey of 1,000 young people in Germany shows that 35 percent of boys but only nine percent of girls go there.

Source: press release
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