The Big Picture
Teenagers in the U.S. are losing interest in Elon Musk's social media platform, X (formerly Twitter), while Meta's WhatsApp is gaining traction among the same demographic, according to a recent Pew Research Center survey.
Key Findings
Decline of X: Only 17% of surveyed teens reported using X, down from 23% in 2022. This marks a steep drop from a decade ago when the platform held greater appeal among younger users.
WhatsApp's Rise: WhatsApp usage among teens increased from 17% in 2022 to 23% in 2024, making it the only major social media app to see growth in this demographic during the period.
Consistency Among Other Platforms:
Instagram remained steady, with 61% of teens using it.
Facebook usage was stable at 32%.
YouTube, the most popular platform, dropped slightly from 95% in 2022 to 90% in 2024.
TikTok and Snapchat saw small declines, with TikTok usage falling from 67% to 63% and Snapchat dropping from 59% to 55%.
Reddit held at 14%, and Meta’s Threads, launched in 2023, captured only 6% of the teen audience.
Why It Matters
Teenagers represent a critical demographic for social media platforms, shaping long-term growth and engagement trends. Declining interest in X signals potential challenges for the platform in maintaining cultural relevance among younger users. Meanwhile, WhatsApp's growth suggests a shift in how teens communicate and interact online.
WhatsApp's Edge
The Meta-owned messaging app has evolved beyond a simple communication tool:
Popular for large group chats, a feature that resonates with teens.
Contributed significantly to Meta’s revenue growth through business tools, enabling companies to connect with customers directly.
Broader Implications
The survey highlights shifting social media preferences:
Platforms like YouTube and TikTok, while still popular, are experiencing small declines in teen engagement.
Meta's diversified portfolio, including Instagram and WhatsApp, has enabled it to maintain a strong foothold among younger users.
Newer platforms like Threads have struggled to gain traction in the competitive social media landscape.
Bottom Line
X is losing its grip on teen users, while WhatsApp is steadily gaining favor. The shift underscores evolving preferences as teens gravitate toward platforms that offer versatile communication tools and group dynamics, leaving less room for traditional social media formats.
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