According to new research from comScore and JP Morgan Analyst Doug Anmuth, teens are more interested in Twitter than Facebook, with user numbers remaining steady among high-school-aged individuals.
The results published on All Things D showed that teens make up a large portion of the micro-blogging site’s user numbers, while Facebook’s audience in the younger markets has dwindled as of late. The study found that 28.4 percent of unique desktop visitors from the U.S. on Twitter are between the ages of 13 and 24. In contrast, 22.6 percent of Facebook users are in this age group. More specifically, 10.1 percent of desktop visitors to the micro-blogging service are between 13 and 17, compared to Facebook’s 8.5 percent.
Globally, 33.2 percent of Twitter’s audience is in the 15 to 24 age range, with 28.9 percent of Facebook’s users in this demographic.
Young people’s Twitter dominance continues when we consider users on mobile devices; more than 24 percent of Twitter’s mobile users are between 18 and 24 years old.
The comScore results provide a glimpse of social media platforms’ varying audiences. Marketing campaigns for teen-focused products or services can use Twitter to better target audiences. If a more mature audience in their 20s and 30s is the target demographic, Facebook may provide a more suitable platform.
The Twitterverse’s teen audience is considerably higher than that of LinkedIn, which is specifically targeted at adult professionals. LinkedIn recently launched Showcase Pages in an attempt to address companies’ need to target marketing techniques to specific audiences.
“If you have been on Twitter for a very long time, [the results] may surprise you, since, in the old days, Twitter was for old people, which made its early years different than most social networks,” All Things D said.
These numbers show that the micro-blogging site has an edge over Facebook for reaching teenaged audiences. Facebook’s falling popularity amongst teen users is coupled with a recently failed offer to acquire Snapchat, which is highly popular with that demographic.
Social media has proven to be an invaluable tool for content marketers to reach their audiences but in the deluge of information developed and communicated every day, it can be difficult for marketing professionals to accurately target their content. ComScore’s study and others like it create a funnel for the information to be processed and targeted more efficiently.