Edison Research and Triton Digital have released the findings of their annual Infinite Dial Research that looks at Social Media trends in the United States.
The findings released in March 2016, show that Facebook still has the lion’s share at 61% down from 65% a year ago (as the platform they visit most). However, Snapchat has surpassed Twitter as the second most popular platform. In short it’s growth over the last year equates to what Twitter has grown in the last 4 years – indicating this platform is on a trajectory.
At 8% snapchat is America’s second most popular platform, followed by Instagram at 7%.
Snapchat is making major inroads in the 12 to 24 year old age group. Like Facebook, Snapchat is a free mobile messaging application that lets you share text photos, images, and videos. What makes it different is that messages disappear from the recipient’s phone after a few seconds of being first read.. (Unless they screen capture it – which is very easy to do just as an aside).
In the 12 – 24 year old age group, 32% favour Facebook, 26% prefer Snapchat and 17% Instagram. Last year year the figures were: Facebook 43%, Instagram 18% and Snapchat 15%. You can see where Snapchat has stolen ground. 10% in one year is a big shift. Will it continue?
Does your brand need to be on Snapchat? Are you targeting teenagers? Are you in a B2B player or a B2C company. Like Facebook Snapchat now offers location-based filters that people put on their photos. The filters show the logos of stores and restaurants visited by Snapchat users.
Here’s the full Infinite Dial Summary which highlights what is happening on Spotify, Netflix, Podcasting and Pandora.
It’s worthwhile reading as the US leads with adoption of social media and the rest of the world typically follows 6 – 18 months later.
