MAZ marks the second phase of its 2023 Superbrand research process
The unveiling of the Top 200 brands by the Marketers Association of Zimbabwe culminates in the Superbrand Awards at year-end.
SOCIAL MEDIA
US teen survey shows continued rise of TikTok and fall of Facebook
By our News Team | 2022
But the latest study by Pew finds that YouTube rules the roost, with a massive 95% of American teens using the platform.
The landscape of social media is ever-changing, especially among teens who often are on the leading edge of this space.
A new Pew Research Centre survey of American teenagers aged 13 to 17 finds TikTok has rocketed in popularity and has become a top social media platform for this group of consumers. Some 67% of teens said they use TikTok, with 16% saying they use it almost constantly.
Photo by Cottonbro from Pexels
Meanwhile, the share of young who say they use Facebook, a dominant social media platform among teens in Pew’s 2014-15 survey, has plummeted from 71% then to 32% today.
But it is YouTube that tops the 2022 teen online landscape. Among the platforms covered in the new survey, as it is used by 95% respondents.
TikTok is next on the list of platforms that were asked about in this survey (67% usage among US teens), followed by Instagram and Snapchat, which are both used by about six-in-10 youngsters. Then comes Facebook with 32% usage, followed by smaller shares for Twitter, Twitch, WhatsApp, Reddit and Tumblr.
Many changes in the social media landscape
Changes in the social media landscape since 2014-15 extend beyond TikTok’s rise and Facebook’s fall.
Growing numbers of teens say they are using Instagram and Snapchat since that survey. Conversely, Twitter and Tumblr saw declining shares of teens who report using their platforms. And two of the platforms that Pew tracked in the earlier survey – Vine and Google+ – no longer exist.
There are some notable demographic differences in teens’ social media choices. For example, teen boys are more likely than teen girls to say they use YouTube, Twitch and Reddit, whereas teen girls are more likely than teen boys to use TikTok, Instagram and Snapchat.
This study also explores the frequency with which teens are on each of the top five online platforms: YouTube, TikTok, Instagram, Snapchat and Facebook.
Fully 35% of teens say they are using at least one of them “almost constantly”. Teen TikTok and Snapchat users are particularly engaged with these platforms, followed by teen YouTube users in close pursuit.
A quarter of teens who use Snapchat or TikTok say they use these apps almost constantly, and a fifth of teen YouTube users say the same. When looking at teens overall, 19% say they use YouTube almost constantly, 16% say this about TikTok, and 15% about Snapchat.
Proud and Passionate. Meet the consumers of North Africa
While culture and history still permeate the North African consumer experience, it is also a region undergoing a dramatic evolution.
Massmart using Walmart-inspired tech to improve the online experience
Company says order-fulfilment software from the US digitises and optimises the picking, packing, staging and distribution of online orders.
How supermarket price promotions can impact demand for other items
Placing goods that are not on promotion next to ones that are being discounted can have both positive and negative effects.
Tanzanian satellite-based money transfer system may be ‘game changer’
AzamPesa mobile money wallet set to close the gap between urban and rural areas in terms of access to financial products and solutions?
Insurer launches fun campaign to stop the scourge of ‘hold music’
Survey finds people spend a month of their lives waiting for call centre agents to pick up. So insurer unveils ‘#StopHoldMusic’ campaign.
The ‘magic sauce’ that will define the top brands of tomorrow
Top brands of the future will not be focused on the products they sell, but rather on serving an ecosystem of stakeholder needs.
YouTube ad revenue set to power ahead in 2023 after 2022 slowdown
Growth is expected to resume in 2023 at more than double the rate of last year, with the retail sector being the biggest spender.
Targeting young tech-heads? Perhaps NFTs are the way to go?
Non-fungible tokens (NFTs) are usually associated with celebrities and market volatility. But there is untapped potential for marketers.
Despite Afro-optimism, African brands are less admired than before
Annual Brand Africa study shows the continent’s brands are losing ground to their international counterparts.
French supermarket chain to grow African presence and enter Algeria
Auchan – a competitor to Carrefour – will make Algeria its fifth market on the African continent later this year.