In a twice yearly survey of teenage consumer spend patterns, Investment bank and asset management firm Piper Jaffray examines a research pool of 7,200 consumers, average age 16 years. Their findings help their account service teams to advise major clients of likely future trends.
This October, the key social media finding has been a shift away from Facebook towards Instagram and Twitter. In just 6 months since the spring, Facebook fell by 27%. Twitter usage also fell but only by 4%. Instagram was the biggest beneficiary of 7%. For marketers of products aimed at an older audience, these findings of course represent delayed action. They are the adults of tomorrow. Facebook will represent a viable social media tool to communicate with consumers, manage customer sentiment and generate good SEO for a brand, but Twitter per this survey, represents a more stable communication platform for both today and tomorrow. 67% of those surveyed own iPhones and 73% of those expect their next mobile to be an iPhone.
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Piper Jaffray, Investment Bank and Asset Management, Taking Stock with Teens Survey, Oct 2014.
‘YouCom Direct News Article, Oct 2014, London, ‘Social media shift among teen market’