Millennials Love YouTube, More Than Facebook, Unless Brands Are Involved
According to a November 2013 study by The Intelligence Group (via eMarketer), 68% of Millennials (here we’re defining them as 14- to 34-year-olds) “frequently” use YouTube. That beats out every other social network in existence, including Facebook (66%), Instagram (34%), and Twitter (31%).
Breaking it down even further, YouTube usage grows as ages of the respondents get younger. For instance, the study found that 74% of 14- to 18-year-olds frequently use YouTube, versus 68% of 19- to 24-year-olds, and 62% of 25- to 34-year-olds.
This is the exact opposite when it comes to Facebook, which sees more usage with older sections of the Millennial set.
This isn’t exactly new information. A November study from The Futures Company (which eMarketer also cites in its report) said that teens loved YouTube more than Facebook. At the time, 50% of teens (12- to 19-year-olds) said YouTube was their favorite site, followed by 48% of teens who still preferred Facebook.
Where Facebook still beats YouTube, though, is the position it holds in helping Millennials and brands connect with each other. Per
The Intelligence Group, 55% of Millennials prefer brands to “communicate” with them via Facebook, versus just 20% who prefer YouTube. So that’s still something for YouTube to work on.
Tags: brands, eMarketer, facebook, Millennials, Research, the futures company, the intelligence group, youtube