YouTube has finally toppled Facebook as the most popular website for 14 to 24 year olds. But don’t just take my word for it – a November 2013 study by The Intelligence Group, found that nearly three-quarters of 14 to 18-year-olds in the US said they used YouTube “frequently,” compared with 60% who said the same for Facebook. And maybe even more telling is that those aged 19 to 24 accessed YouTube more than Facebook, with just a 1% difference between the two.
And if you need more proof then data released by The Futures Company produced similar findings, with YouTube overtaking Facebook last year as the favorite among US internet users ages 12 to 19. Their report also found that YouTube took the top spot last year, with 50% of teen internet users citing it among their favorite websites; but the video site had also fallen from 55% of respondents in 2012.
However, there is another way to view these statistics. If you’re comparing YouTube and Facebook as social networks – then despite YouTube’s overall popularity, The Intelligence Group found that Facebook was the preferred social network with US teen and millennial internet users for communicating with brands.
Across the pond in the UK late last year YouTube was voted the number one youth brand by 16 to 24-year-olds, beating both Facebook and Google, while Twitter, Red Bull and Spotify failed to make the top 50 of the Youth 100 report by youth-insights group Voxburner. 2,569 students from across the UK were surveyed to gather youths’ views on brands in partnership with Thinkhouse’s ‘State of the Youth Nation’ research, to find out what makes a brand relevant to young people.
Facebook came in seventh place while those surveyed outlined “a brand they can relate to” as a significant reason for brand appeal, while “value for money” and wanting brands’ marketing work to “entertain me” were also significant answers.
Luke Mitchell, head of insight at Voxburner, said: “YouTube has come out on top again because of the broad utility it has in young people’s lives every day – from music player to information provider and entertainer – and the fact it delivers a high-value experience almost every time. “So much exposure to YouTube content comes through shares, young people are either inspired, amused or informed each time, leading to strong positive sentiment.”
Top 10 UK Youth Brands Oct 2013
- Ben & Jerry’s
- Channel 4