TikTok Remains Top Social App for Teens, Study Finds
TikTok remains teens’ most favored social media platform so far in 2023, though its favorability fell one percentage point from the fall of 2022 with a 37% share, according to Piper Sandler’s Spring 2023 Taking Stock with Teens survey.
Behind TikTok is Snap (27%) and Instagram (23%). TikTok has been the top ranking social media app since spring 2022, when it unseated Snap. Thirty-one percent of teens spend their daily video consumption on Netflix, followed by YouTube (28%), both falling one percentage point from last fall.
Among spending priorities, food was top of the list for men (24%) and clothing was top of the list for women (28%). Nike remains the top brand for all teens for both apparel (33%) and footwear (61%), while Amazon is regarded as the top e-commerce site (57%).
Among preferred e-commerce sites, Amazon took the lead, followed by Nike (6%), Shein (6%), Lululemon (3%) and Pacsun. Brands including Ugg, Crocs, Hey Dude and E.l.f. Cosmetics all posted YoY gains, while the core beauty wallet — cosmetics, skincare and fragrance — grew 19% YoY to $313 annual spend led by cosmetics, which posted 32% YoY growth. Among successful food brands, Chick-fil-A remained the No. 1 restaurant (13%) followed by Starbucks (12%) and Chipotle (7%).
Unsurprisingly, Gen Z continues to show signs of strong regards for social causes and the environment, more so than older counterparts, the survey noted. This year, environmental concerns were the highest ranking cause at 19%, followed by racial equity (9%), abortion and inflation, both earning a 6% share, and The Willow Project (4%).
Credit: Marketing Dive