The kids may be alright (The Who reference, not some upstart movie -Ed.) but they are shifting the social landscape from the older, text-first, platforms to the newer image and video platforms.
Interestingly, eMarketer pegs Facebook usage at 60.6% of onlineusers while PEW (a very conservative research firm -Ed.) puts the 2018 number at 68% of all Americans (around 77% of online Americans). At the same time, the eMarketer chart puts the Instagram and Snapchat numbers above the PEW measurements (which could make sense as the PEW numbers are all Americansand the eMarketer numbers are online Americans).
Data nitpicking aside, the numbers show Instagram and Snapchat climbing the rankings consistently, Facebook roughly holding its own, and Twitter stagnating at the bottom of the major platforms.
The eMarketer article is very pro-Snapchat:
The biggest beneficiary of this outcome will be Snapchat. By the end of this year, 68.0% of internet users ages 12 to 17 will use the platform. Penetration in this age group will outstrip that of Facebook and Instagram (47.2% and 43.6%, respectively).
Health marketers need to watch this cohort as they age into the traditional pharma target ages.
Other stories from eMarketer:
- Data Suggests Surprising Shift: Duopoly Not All-Powerful
- Marketers Waste About One-Fourth of Their Budgets
- How Flipboard Sorts Through Hundreds of Thousands of Articles Each Day
- Many Marketers Outsource Their Data Management
- Few Marketers Are Using AI Chatbots