A new study has revealed the most popular choice of social media platform among US millennials, and it may surprise you to learn that neither Facebook nor Twitter can be found at the top of the pile.
According to the study, the go-to social media option for millennials is photo-messaging service Snapchat.
Millennial is the term usually used to refer to someone born between the years 1980 and 2000, and this study collated data from 9,381 students at colleges and universities in the US, meaning that the data comes from those who were born closer to the year 2000 and are closer to the post-millennial bracket.
The study was conducted by LendEDU, a student finance organisation based in New Jersey, which announced its findings in a blog post on Thursday. It stated that the question it posed to participants was:
“You open your phone and have a notification badge on Instagram, Facebook, Snapchat, and LinkedIn…which do you click first?”
At present, US students turn to Snapchat before the likes of social media giant Facebook, Twitter and Instagram. The statistics showed that 58% of the students who took part in the survey opened Snapchat before other platforms when they look at their smartphones, in comparison to 27% who chose Instagram, 13% who selected Facebook and the remaining 2% who said that they looked at business and employment platform LinkedIn first.
This 58% is not only the highest number amongst the four selected platforms, but it a higher total that the other three combined. With millennials checking the platform on average 18 times and spending up to 30 minutes on it a day, user growth will be a huge part of the company’s future plans.
As the company may look to target user base growth, it can take solace in the fact that it was triumphant in this poll even though its user base is significantly smaller than that of both Facebook and Instagram. Facebook is the largest social media network on the planet and has amassed a total of 1.8 billion users worldwide. Photo-sharing service Instagram, which is now owned by Facebook, has more than three times the number of users that Snapchat does at 600 million, with Snapchat’s user base standing at 158 million active users.
Snapchat’s parent company, Snap Inc., became a public organisation earlier on this month, and the LA-based enterprise continues to emerge as one of the newest power firms in the tech industry.
In its blog post, LendEDU explained that checking Snapchat has become a ritualistic routine for the majority of millennials. It also highlighted that this group is the demographic coveted by the vast majority of businesses in existence right now.