Social Media Snapshot: Young Males VS Females

We survey young consumers’ on their social media use every quarter to keep on top of the platforms Millennials and teens are spending the most time on—and today we’re spotlighting the differences between males and females’ social behavior…

When Twitter announced that Vine, which they acquired for $30 million four years ago, will be shut down “in the coming months.” The news shocked many in the industry—especially those who made a name for themselves on the platform. But we weren’t too surprised. Why? Our social media tracker has been showing signs of Vine’s faltering status: 24% of 13-33-year-olds reported using it in September of 2014, dropping to 12% in September of this year. Thanks to our monthly surveys, we collect real-time stats on young consumers’ social media use across all platforms—from the biggest current players to the up and coming ones to watch—to keep close tabs on the ups and downs of the networks among each age group, gender, ethnicity, and more.

Our social media surveys look at use on three levels: the platforms' use overall, the platforms they use daily, and the platforms they post or comment on daily. Today, we’re giving you a snapshot of Millennials and teens’ social media behavior, comparing young males and females most used platforms. We’ll start with the top ten ranked platforms for each group when we ask which social media networks they currently use: 

There are only two networks unique to each group: Reddit ranks in the top ten for males but not females, while Pinterest is in the top networks for females and not males. But a closer look at the data shows some of the underlying differences in their use: 

Though Instagram is a top-five used network among both 13-33-years-old males and females, females are far more likely to be using the platform than…

 
 

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The Newsfeed

“My work schedule can be hectic, so I snack on nuts, berries, or other non-deadly foods during any downtime.”

—Male, 32, KY

AwesomenessTV and fashion/beauty brands are coming together to make branded series for Gen Z. In the past, AwesomenessTV has worked with numerous brands to produce original content, including CoverGirl and Kohl’s. Now they’re planning a 24-part docu-series with Hollister called “This is Summer,” following teens’ high school journeys—while they’re clad in shoppable Hollister clothing of course. Our own Chief Content Officer explains that Ypulse has “found Gen Z to be fairly open to watching sponsored entertainment,” with 77% of 13-17-year-olds agreeing, "As long as the story is interesting, I don't mind that it is sponsored." (Glossy)

Fullscreen agrees that Gen Z is the generation that’s most receptive to branded content. Their survey found over half of Gen Z doesn’t mind even undisclosed branded content, and significantly more Gen Z teens than Millennials have engaged with social branded content (viewing photos, liking and sharing content and tagging friends) in the past six months. Influencer marketing wins out with the group, with over half of teens preferring influencer content to pre-roll, sponsored posts, banners, and traditional TV commercials. The sweet spot for advertisers may be branded video, especially when influencers are involved. (TubefilterAdweek)

Graduation spending is expected to reach a record $5.6 billion for the Class of 2017. Over half of the graduation gifts given will be cash, followed by greeting cards, gift cards, apparel, and electronic devices. Another trend for the year is more and more peers giving each other gifts, with a 6% lift year over year. Younger consumers will spend an average of $78.42 ,compared to 45-54-year-olds’ $119.84 and 65-and-over’s $112.34, and while greeting cards are also most popular, they’re also almost twice as likely to gift clothing. (ConsumerAffairs)

Instagram has the “most negative impact on young people’s mental wellbeing,” followed by Snapchat, according to a recent study. The image-centric platforms could “driv[e] feelings of inadequacy and anxiety,” and were rated the most poorly for their impacts on sleep, FOMO, and body image. Out of the top five most popular social media platforms, YouTube was the only one that earned a positive score. The silver lining? Some argue the evaluation is “blaming the medium for the message,” and social media/online communities are also Gen Z and Millennials’ top resource for learning about “mindfulness, meditation, and wellness,” according to Ypulse data. (The Guardian)

Lego is being called the “most powerful brand in the world,” beating out Google, Visa, and Nike. Brand Finance’s latest valuation report shows Lego’s brand value increased 68% over last year, looking at metrics like “familiarity, loyalty, promotion, marketing investment, staff satisfaction and corporate reputation.” At least some of the lift can be attributed to the successful movie franchise (The Lego Movie and The Lego Batman Movie) and its strategic partnership with Star Wars.

(Business Insider)

“I kind of don't like the commercialization of fandom culture…However, creating licensed products is one way a brand could interact.”

—Male, 24, MO

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