Popularity among young people is now both a strength and a liability for the social platforms. This year, marketers will have to navigate a complex web of negative consumer perceptions, changing platform restrictions, and budding legislation that could impact how kids and teens use social media.
Key Question: How are young people using social media, and what does the growing scrutiny from consumers and lawmakers mean for marketers?
Key Stat: Roughly half of US teens ages 13 to 17 use TikTok (49%) and YouTube (54%) at least several times daily, per an October 2023 survey from Pew Research Center.
Here’s what’s in the full report
- 2 Exportable files for easy reading, analysis and sharing.
- 6 charts: Reliable data in simple displays for presentations and quick decision making.
Table of Contents
- Executive Summary
- 2024 will be a pivotal year for youth safety on social media
- Social media is a core part of young people’s lives
- Among kids, YouTube trumps all platforms
- Teen social media usage is more fragmented
- What are the implications for marketers and the platforms?
- Sources
- Media Gallery
Charts in This Report
- Frequency With Which US Teens Use Select Social Media Platforms, Oct 2023 (% of respondents in each group)
- Reasons Why US Teens Use Social Media, by Daily Time Spent on Social Media, July 2023 (% of respondents)
- Platforms/Channels on Which US Children Recall Seeing Commercials Recently, Oct 2023 (% of respondents)
- US Social Media and Digital Video Platform Users Under Age 11, 2024 (millions)
- US Teens' Favorite Social Media Platform, Fall 2021-Fall 2023 (% of respondents)
- Weekly Usage of TikTok, YouTube, and Instagram by US Teens, 2022 & 2023 (% of respondents)
