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Instagram Topples Facebook and Twitter as Teen Choice

Instagram Rises Above Twitter and Facebook:
"Teen Americans’ Most Important Social Network"

As expected, this has not escaped the attention of top automotive marketers, whose activity on the platform has been growing.

About the Data: Piper Jaffray’s “Taking Stock With Teens” survey is a semi-annual research project. The results are from two unique surveys totaling approximately 7,500 teens with an average age of 16.4 years:


1) Upper-income student survey

  • Classroom visit & electronic surveys of 1,300 teens;
  • Average HH of $103k (representing the top 25% of US households).


2) Average-income study survey

  • Classroom visit & electronic surveys of 6,200 teens; average age 16.5 years;
  • HH income of $55k aligns more closely with the US median.


Twitter May Have Treasure Trove of Car Buyers

Meanwhile, Twitter continues to demonstrate that its user base is ideal for automotive marketers... Recent survey data suggests that Twitter's existing users present attractive targets for automotive marketers. The latest annual social media study from Frank N. Magid Associates finds that compared to the average social media user, Twitter’s users skew younger and wealthier while spending more time with social media.

Specifically, the study results indicate that:

  • The mean age of a Twitter user is 34, three years younger than the average across all social networks (note: the survey was among social media users aged 12-64);
  • Some 31% have an annual household income of more than $75k, compared to 25% of average social media users.
  • Twitter users are more likely to be Hispanic (14%) than the average social media user (10%).


(More demographic data concerning Twitter users – and users of other major social networking sites – can be found here.)

Meanwhile, Piper Jaffray made big news late last year when its biennial survey found more teens saying that Twitter was their most important network tha.... According to the Magid study, teens (12-17) consider Twitter to be trendier and more unique than the other major social networks, also perceiving it to be the most informative. In line with that, use of the site has risen among 12-17-year-old social media users, from 39% in 2012 to 44% in 2013. (Pew also detailed a rise in Twitter adoption among teens; in fact a much more significant one than found by Magid.)


Other Findings:

  • Twitter users are more likely than the average social media user to: watch online video on a computer (81% vs. 67%); use a smartphone (76% vs. 64%); play video games (69% vs. 60%); and use a tablet (54% vs. 40%).
  • Twitter users are more favorable to ads on the platform than to those on Facebook across all measures tracked.

About the Data: The data is based on a nationally representative sample of 1,843 12-64-year-old social media users in the US.


Views: 613

Tags: Facebook, Instagram, Social Media, Teen Choice, Topples, Twitter


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Comment by Timothy Martell on May 22, 2014 at 4:30pm

OK, but seriously... Who cares? Teens have minimal influence on major purchases. Let's face facts people. Teens go where adults aren't. You're not asking the right question here. Why are teens leaving Facebook and twitter. The answer is because thats where the grown-ups are now. Look at the FB demographics. Its digital advertising heaven for car dealers and the fastest growing segments are those with the most purchasing power! 

If we're going to start helping American Idol, X-Factor and the Simpson's get in to digital marketing, fantastic. Otherwise... Who gives a s***?

Comment by Cecil Helton on May 22, 2014 at 3:41pm

My teenagers are into Instagram. They barely touch Facebook or Twitter.

Comment by Cathy Nesbit on May 22, 2014 at 8:23am

My daughter is 16. Her most important social networks in order are SnapChat, Instagram, Vine, Twitter, then Facebook. She rarely checks facebook. I have two sons 12 & 14. My 12 year old has a facebook which he never checks and a twitter which he rarely checks. His most important social networks are Instagram & Vine. (My sons are not allowed SnapChat) My 14 year old boy only has Instagram which he uses to keep up with his baseball team. That's how SM stacks up with my teenagers. 

Comment by Alexander Lau on May 22, 2014 at 7:46am

Great data Ralph. It's one of the reasons Facebook bought Instagram. Now that Facebook is nothing but a pay to play platform (using all of the organic, user preference data, in order to give marketers the ability to choose demographics), kids and teens need a better option. Besides, it's mobile that the kids want. I've been preaching Instagram to dealerships for some time. However, without their buy-in, forget about it. We as an agency cannot be on their lots for 12 hours a day. *sigh...

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