Does Facebook resonate with the young more than Twitter?

Be the first to comment
Facebook: does it resonate with the young more than Twitter?
Facebook: does it resonate with the young more than Twitter?

Twitter might be commanding the headlines but Facebook's meteoric rise is set to continue unabated for many years yet, according to a report from research specialist Conquest.

The independent research agency made the conclusion after finding that Facebook is fast becoming the main means of social and commercial engagement for 16-24 year olds, ahead of phones and even meeting up in person.

Its study, ‘Project Chatter’, concluded that regular Facebook devotees (91% of the sample) checked their accounts more than six times a day, with 30% on the site for over an hour a time.

The research highlighted how ingrained social media has become in the lives of young people – having a significant bearing on how they interact with one another, how they pick up on trends, and how they learn about and form relationships with brands.

Facebook appears to be an especially relevant conduit for this relationship with brands – much more so than YouTube or Twitter.

More than a third (35%) of Facebook users have become a fan of at least one brand or company, rising to 38% among female users.

Mark Zuckerberg’s site also has lower expected drop-off rates than Twitter, with 13% expecting to use it less in the next 12 months, compared to 20% for Twitter.

In addition, out of the 42% of the 16-24 years olds interviewed who had used Twitter, more than half (56%) said they used it a little, or a lot less often, or never made active use of the site after visiting it.

David Penn, managing director of Conquest, came to the surprising conclusion that Twitter has peaked among the younger demographic and warned it "may undergo a gradual decline echoing the fate of MySpace and Bebo in internet Siberia".

Project Chatter was carried out by Conquest in January 2011 with a representative sample of 350.

SUBSCRIBE TO CAMPAIGN

Only £49 for 3 months

Includes every print & iPad edition, plus full access to Campaign online and other Brand Republic sites

SUBSCRIBE

Campaign Jobs

Thousands of jobs across advertising, creative, marketing and media

Trending

Just published