Content Marketing Blog

87 per cent of American teens using social media, according to new study

Understanding the best way to reach your target market is essential to the success of any strong content marketing strategy.

That's why new research from Kristen Purcell, the associate director for research at Pew Research Center’s Internet and American Life Project, might be of interest to anyone looking to better present their product or service to teenagers.

Delivering a presentation at the 27th Annual ACT Enrolment Planners Conference in Chicago on July 11, Ms Purcell unveiled the results of a recent survey into the way teenagers and young adults were using social media in modern society.

The growth of social media over the past 12 years has been astounding, Ms Purcell showed. In 2000, zero per cent of US adults used a social media site – probably because they didn't exist!

That meant information was flowing only one way, and that information consumption was primarily static. People weren't creating or sharing their own original content, they were simply consuming it.

In comparison, today 65 per cent of adults (aged 18 or older) use some form of social networking service, and that number becomes even more incredible when we consider the young adult market.

According to the Pew Research Center, 87 per cent of Americans aged between 18 and 29, and 80 per cent of teens aged 12 to 17, use social media.

Facebook was found to be the dominant form of social media for teenagers, with 93 per cent of those surveyed having an account. Once the forerunner of online connectivity, MySpace has now fallen to a user rate of just 24 per cent amongst those aged between 12 and 17.

Other interesting research revealed by Ms Purcell included evidence that girls tend to be more likely to microblog then boys. 22 per cent of the female teens surveyed said they had a Twitter account and used it, compared to just 10 per cent of males.

Posted by Zak Wash