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…

 
 

Want to talk to us about the article
or dive into a custom study?


The Newsfeed

“The wedding trend I have noticed is the white wedding dress being phased out and an array of colors and styles being used.”

—Female, 32, FL

Millennials are about to receive “one of the largest intergenerational wealth transfers in history,” according to UBS. This comes right as they reach peak earning age, making Millennials a powerful spending force—so how can Wall Street pull their purse strings? Besides transparent business practices, they’re expecting on-demand everything across all channels. Easily-navigable banking apps and mobile-first financial advice services are must-haves to impress them. (Business Insider)

Today’s teens are having safer sex, according to a CDC report. Not only are fewer teens having sex, but those that are, are more likely to be using contraceptive methods. Compared to 1988, 9% fewer 15-19-year-old females and 16% fewer males have had sex. The teen pregnancy rate in the U.S. also hit a historic low, with 99.4% of female teens who have had sex using contraception at least once, compared to 97.7% in 2002. (CBS)

Most young consumers use ad blockers, but they don’t always mind seeing ads online—as long as their “space” is respected. Defy Media and TMI Strategy found that 13-25-year-olds were open to seeing ads that are contextually relevant and informative, and don’t interrupt their experience. Anything that “clogs their feed” is off the table, but they’re not averse to all ad placements: 78% don’t consider product placement offensive, 62% follow at least one branded account, and 44% are subscribed to a branded newsletter. (Adweek)

The future of Facebook is going to be a bit more private. Mark Zuckerberg recently announced that the platform’s new mission is to “give people the power to build community and bring the world closer together.” Connecting with friends and family will come back to the forefront, with Groups as a “lynchpin” of this “next era” to make smaller communities and more closed-circle communication a focus, instead of the cluttered public feed. (NYMag)

Japan’s Millennials would stay at one company for life, defying the job-hopping stereotype in favor of job security. From 2001-2015, the percentage of Japan’s Millennials who supported lifelong employment and one-company careers skyrocketed from 64% and 40% to 87% and 55%, respectively. In fact, last year, less than 7% of 25-34-year-olds switched jobs at all. Overall, Japanese employees leave jobs at less than half the rate of Americans, and younger Japanese workers are “even more risk averse.” (Bloomberg)

“I love reality TV shows. It's always fun to watch average people make themselves look foolish just for a shot at fame.”

—Female, 17, CA

Sign Up Now

Subscribe for premium access to our content, data, and tools.

Already a subscriber? Sign in.

Upgrade Now

Upgrade for full access to the best marketing tools for understanding the next generation.

View our Client Case Studies