Chart of the Week: Facebook vs. Snapchat: which is most popular among Millennials?
This week, Snap’s shares sank after an analyst reported declining user engagement on Snapchat. Along with the reports that many younger users are also abandoning Facebook, which social media platforms are still holding on to user attention – especially among the lucrative Millennial market? Verto Analytics’ latest Audience Spotlight report took a look at the online habits of Social Media Savvy Millennials, the top 20% of all Millennial social media and communications users (in the U.S., ages 18-35), based on the amount of time they spend per month with social media and communication brands.
Which Social Media Brands Do Social Media-Addicted Millennials Use the Most?
Stickiness is how Verto measures user engagement with a particular digital property, by comparing daily users to monthly users. Our analysis of the stickiest social media and communications brands among Social Media Savvy Millennials shows which social media platforms this subset of Millennials use on a regular (even daily) basis. Among Social Media Savvy Millennials, the stickiest social media platforms are still dominated by Facebook-owned properties: Facebook (90% stickiness rating) and Facebook Messenger (61% stickiness rating). And while Snapchat earns a 60% stickiness rating, its user numbers still lag well behind those of Instagram (55% stickiness rating).
Interested in more insights about the digital behaviors and demographics about Social Media Savvy Millennials? Download the full report here.