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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Quote of the Day: “It's free to walk to work and I get some exercise in.”—Female, 26, NY

Niche beauty brands have blurred gender lines at their core—can large cosmetics companies play catch up without seeming “disingenuous”? Milk Makeup and Fluide have built their brands on being inclusive, but larger brands sometimes strike consumers as hopping on the band wagon when they try to do the same—especially since they created so many of the gender norms they’re now rallying against. The best way for them to get in on the trend? Start by making their hiring process more inclusive both “behind the lens” and in front of it. (Fast Company)

Starbucks thinks the “health and wellness” trend is to blame for declining Frappuccino sales. Despite marketing efforts like the Unicorn Frappuccino, syrupy drink sales are down 3% from last year. However, rivals like McDonald’s and Dunkin' Donuts could be stealing sugary beverage sales from the coffee giant, meaning young consumers’ penchant for healthification isn't necessarily the culprit. In fact, McDonalds recently debuted two new frozen drinks that earning praising on Twitter. (NYPFox News)

Apple is getting into kids’ content, teaming up with Sesame Workshop for a slate of original shows. Live-action, animated, and puppet-based series will be included in the programming, but Sesame Street itself is not part of the deal. There are no details yet on where Apple will release the shows, meaning they could either shop them to another platform or debut them on their own streaming platform. Considering that Apple has several original program deals in the works, they could be looking to bulk up their own bid in the streaming wars. (Kidscreen)

Twitter and Tumblr posts are getting a new lease on life—as screenshots on Instagram. While young users of Twitter and Tumblr have declined, Ypulse’s Social Media Trackerfound that over half of 13-35-year-olds use Instagram daily. Instagram is the preferred place to post memes, despite many accounts creating their content elsewhere. Why do they switch platforms to post? Instagram’s Discover tab allows faster browsing than Twitter, while Instagram images are displayed in full rather than being cut off, like they are on Twitter. (The Verge)

Eggo sales are down in between seasons of Stranger Things. Yes, the sci-fi series has that much influence on the frozen waffle’s revenue. One Eggo executive explains that they “quickly leveraged the [resulting] consumer engagement” from the show, and it paid off: sales jumped 14% in the fourth quarter of 2017 and 9.4% for the first four months of 2018. However, fewer people are binging the Gen Z & Millennial favorite these days, so Kellogg’s frozen pancakes, waffles, and French toast sales have slowed to just 1.3% year-over-year. (CNN)

Quote of the Day: “I fell in love with trance music.”—Male, 23, NY

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