{"id":114596,"date":"2016-04-26T18:22:00","date_gmt":"2016-04-26T23:22:00","guid":{"rendered":"https:\/\/www.dacgroup.com\/why-teens-are-moving-away-from-broadcast-social-media\/"},"modified":"2024-12-23T00:36:45","modified_gmt":"2024-12-23T05:36:45","slug":"why-teens-are-moving-away-from-broadcast-social-media","status":"publish","type":"post","link":"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/strategy\/why-teens-are-moving-away-from-broadcast-social-media\/","title":{"rendered":"Why teens are moving away from \u2018broadcast\u2019 social media"},"content":{"rendered":"<p>In the world that is social media, things are changing fast. Not just in terms of the newly emerging platforms and technologies breaking into the market, but also in the way that teenagers, particularly, are using them. <img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-8436\" src=\"http:\/\/www.make-it-rain.co.uk\/wpe-content\/uploads\/2016\/04\/rsz_whatsapp.jpg\" alt=\"whatsapp\" width=\"1200\" height=\"708\" \/> <a href=\"http:\/\/neurogadget.com\/2015\/11\/10\/whatsapp-2-12-348-apk-update-download-available-with-impressive-features\/19528\">Via<\/a> Over the past few years, there has been a growing bank of data to show that Facebook, especially, is losing its shine with teenagers. <a href=\"http:\/\/business.time.com\/2014\/01\/15\/more-than-11-million-young-people-have-fled-facebook-since-2011\/\">An article by Time<\/a>\n<section data-role=\"forward-email-subscription-container\" class=\"full-width w-100 d-flex justify-content-center align-items-center bg-c7f2b3\">\n    \n    <div class=\"max-w-1400 w-100 form\">\n        <div class=\"text-content-container\">\n            <h2>\n                Stay Forward            <\/h2>\n            <p class=\"subtitle\">\n                Get exclusive insights into digital <br class=\"d-none d-lg-block\">media's top-trending topics delivered<br class=\"d-none d-lg-block\"> directly to your inbox.            <\/p>\n        <\/div>\n\n        <div data-role=\"form-group\">\n            <div class=\"d-flex flex-column w-100\">\n                <form data-forward-email-form class='custom-hubspot-form' id='hubspot_form_69d5b36f62b7e'>\n    <div class='d-flex input'>\n        <input type='email' class='form-control me-2 input' placeholder='Email address' aria-label='Email' name='email' required>\n        <button type='submit' class='btn_primary-filled_white'>Submit\n<\/button>\n    <\/div>\n    <p class='hubspot-status'><\/p>\n<\/form>\n<script>\njQuery(document).ready(function($) {\n    var form = $('#hubspot_form_69d5b36f62b7e');\n    form.on('submit', function(event) {\n        event.preventDefault();\n\n        \/\/ Get email input value\n        var emailInput = form.find('input[name=\"email\"]');\n        var email = emailInput.val().trim();\n\n        \/\/ Required HubSpot fields\n        var portalId = '5408011';\n        var formId = 'cafa8eb8-dd43-46cc-bec7-9f87e85b1bdb';\n\n        \/\/ Prepare the data payload\n        var data = {\n            fields: [\n                {\n                    name: 'email',\n                    value: email\n                }\n            ],\n            context: {\n                pageUri: window.location.href,\n                pageName: document.title\n            },\n            submittedAt: new Date().getTime()\n        };\n\n        \/\/ Get the status element for this form\n        var statusElement = form.siblings('.forward-email-status-container');\n\n        \/\/ Send the data to HubSpot\n        fetch('https:\/\/api.hsforms.com\/submissions\/v3\/integration\/submit\/5408011\/cafa8eb8-dd43-46cc-bec7-9f87e85b1bdb', {\n            method: 'POST',\n            headers: {\n                'Content-Type': 'application\/json'\n            },\n            body: JSON.stringify(data)\n        })\n        .then(response => {\n            if (response.ok) {\n                if(statusElement) {\n                    statusElement.text('Thanks for Subscribing!');\n                    statusElement.css('color', 'green');\n                }\n\n                var userInfo = JSON.parse(localStorage.getItem('userInfo'));\n                if (userInfo) {\n                    userInfo.event = 'Form_submit';\n                    userInfo.email = email;\n                    userInfo.form_name = 'Newsletter';\n                    window.dataLayer = window.dataLayer || [];\n                    window.dataLayer.push(userInfo);\n                }\n\n                emailInput.val(''); \/\/ Clear the email field\n                window.dispatchEvent(new CustomEvent('newsletter-submit'));\n            } else {\n                return response.json().then(error => {\n                    if(statusElement) {\n                        statusElement.text('Error: ' + error.message);\n                        statusElement.css({\n                            'color': 'red',\n                            'padding-top': '10px'\n                        });\n                    }\n                });\n            }\n        })\n        .catch(error => {\n            console.error('Error:', error);\n            statusElement.text(\"There was an error submitting the form.\");\n            statusElement.css({\n                'color': 'red',\n                'padding-top': '10px'\n            });\n        });\n    });\n\n    window.addEventListener('message', function(event) {\n        const isFormCallback = event.data.type === 'hsFormCallback';\n        const isFormSubmitted = event.data.eventName === 'onFormSubmitted';\n        const iscurrentForm = !!event?.data?.id ? 'cafa8eb8-dd43-46cc-bec7-9f87e85b1bdb'.trim() == event?.data?.id : false; \n\n        if( isFormCallback && isFormSubmitted && iscurrentForm ) {\n            console.log('event', event);\n            window.location.href = 'https:\/\/www.dacgroup.com\/en-gb\/thank-you\/';\n        }\n    });\n});\n<\/script>                <span class=\"forward-email-status-container\"><\/span>\n            <\/div>\n\n            <button id=\"forward-form-submission\" class=\"subscribe-btn\" type=\"button\" onclick=\"triggerButton(this)\">\n                <span class=\"d-inline-block\">\n                    SUBSCRIBE                <\/span>\n                <span class=\"d-inline-block bell-container\">\n                    <svg width=\"28\" height=\"28\" viewBox=\"0 0 24 24\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n                        <path fill-rule=\"evenodd\" clip-rule=\"evenodd\" d=\"M3.5458 14.4774L4.50055 13.234C4.50657 11.8629 4.56791 9.80824 5.17539 8.00401C5.52706 6.95953 6.09459 5.89126 7.03537 5.08C7.70533 4.50227 8.51103 4.10149 9.44696 3.90922C9.50872 3.69984 9.5922 3.49047 9.70471 3.28979C9.91134 2.92122 10.2194 2.57523 10.654 2.33189C11.0827 2.09183 11.5478 2 12 2C12.4355 2 12.8969 2.08208 13.3272 2.31763C13.7695 2.55969 14.0812 2.91045 14.2866 3.28943C14.3999 3.49849 14.4813 3.71787 14.5396 3.93682C15.5444 4.18145 16.3788 4.69659 17.0444 5.38131C17.9498 6.3126 18.4937 7.50224 18.8321 8.60503C19.3645 10.3395 19.4725 12.1499 19.4944 13.1421C19.9371 13.6338 20.3502 14.1627 20.6914 14.626C21.9447 16.3277 20.6148 18.5001 18.7001 18.5001L5.52863 18.5C3.45543 18.5 2.28314 16.1217 3.5458 14.4774Z\" stroke=\"#171616\" \/>\n                        <path fill-rule=\"evenodd\" clip-rule=\"evenodd\" d=\"M9.0857 19.3749C9.431 19.1461 9.89639 19.2405 10.1252 19.5858C10.874 20.7159 12.7481 21.0858 13.9 19.5501C14.1485 19.2187 14.6186 19.1516 14.95 19.4001C15.2813 19.6486 15.3485 20.1187 15.1 20.4501C13.2518 22.9143 10.126 22.3027 8.87475 20.4143C8.64596 20.069 8.74041 19.6037 9.0857 19.3749Z\" fill=\"#171616\" \/>\n                    <\/svg>\n                <\/span>\n            <\/button>\n        <\/div>\n    <\/div>\n\n    \n    <script>\n        function triggerButton(button) {\n\n            var container = button.closest('[data-role=\"forward-email-subscription-container\"]');\n            var form = container.querySelector('[data-forward-email-form]');\n\n            if (form) {\n                jQuery(form).find(\"button[type='submit']\").trigger('click');\n            }\n        }\n    <\/script>\n\n<\/section>\n\n published in early 2014 claimed more than 11m young people had fled the social network since 2011. While recent data by Pew Internet found Facebook to still be the most popular and frequently used social media platform among teens, with 71% of all 13 to 17 year olds using the site, this is a figure that has been in steady decline. There is much anecdotal data to suggest that teens are simply logging into Facebook to check their timelines, and are no longer creating content of their own. One of the main reasons cited for Facebook\u2019s slump amongst teens is the belief that it might not be trustworthy, with privacy concerns gaining more traction. A recent survey of teens by Frank N. Magid Associates found that just 9% would describe the social network as \u201csafe\u201d. Additionally, a mere 18% of respondents said they found it \u201cfun\u201d, showing a growing apathy for the site. Potentially Facebook has become a little too old-fashioned and mainstream, being over-run with parents and grandparents, and overall a bit too risky. Teenagers have always craved freedom and privacy, and nowadays this must translate to the digital environment. \u00a0Consequently, there is growing evidence to show that teens are moving away from \u2018broadcast\u2019 social media, such as Twitter and Facebook, and instead showing preference for narrowcast, or private messaging tools, like Snapchat, which is regularly used by 41% of teens. <img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-8434\" src=\"http:\/\/www.make-it-rain.co.uk\/wpe-content\/uploads\/2016\/04\/istrategy-study.png\" alt=\"Time-Social-Media-Study\" width=\"1002\" height=\"1364\" \/> Snapchat (which sends more than 60 million messages daily), is the opposite of Facebook. It allows users to send photos and video within a walled garden environment, where messages are automatically deleted after they\u2019ve been received. So images are only shared with closest friends, and no permanent record remains. For 12-15 year olds, Snapchat is the most intensively used social app (according to Ofcom), with nearly a quarter (24%) of such teens saying they use it more than 10 times a day. Whatsapp is another messaging platform growing in prevalence among this demographic, with 37% of young adults aged 16-24 using it, according to Ofcom. Socio-economic factors have been found to come into play. Teens from more affluent households are more likely than those from the least affluent homes to say they visit Snapchat most often, with 14% of those from families earning more than $75,000 saying Snapchat is their top site, compared with 7% of those whose families earn less than $30,000 annually. What\u2019s most apparent is that teens have become aware of the permanence of Facebook content, and the implications worry them. Additionally there\u2019s the need to police images of themselves, posted by others. With universities, employers and even banks looking at social media platforms as part of an individual\u2019s application process, it seems that teens are using broadcast social media more cautiously, and only revealing their true personas through private, narrowcast messaging tools. What does this mean? With time, if teenagers continue to eschew public, broadcast social media, this could have big implications for businesses. First and foremost, the digital advertising machine that relies on data from social media platforms, like Facebook and Twitter, could face serious disruption. If the teenage demographic is no longer \u2018liking\u2019 or engaging with such content, the collection of data for this audience will be hampered, and so will the ability of advertisers to target teens accurately. Facebook earned almost $18bn from its advertising in 2015, but this could be eroded if teens continue to remove themselves from broadcast platforms. For brands seeking that ever elusive single customer view, their efforts may fall short within the teen and young adult market segment. To date, they have hoped to learn more about their customers and their preferences, building a bigger picture of their identity via public social media. But as teens move increasingly towards private, narrowcast tools, brands could end up with gaping holes in their online customer data. The promise of social media as an open and public space, where ideas and opinions can be shared, could be seriously thwarted by generation Z, as they are now being called. Time will tell, but we may be on the cusp of the next evolution in social media.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>In the world that is social media, things are changing fast. Not just in terms of the newly emerging platforms and technologies breaking into the market, but also in the way that teenagers, particularly, are using them. Via Over the past few years, there has been a growing bank of data to show that Facebook, [&hellip;]<\/p>\n","protected":false},"author":95,"featured_media":114598,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","reading_level":"Strategic","reading_level_confidence":0.72,"reading_level_needs_review":"0","footnotes":""},"categories":[2904],"tags":[],"class_list":["post-114596","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-strategy"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Why teens are moving away from \u2018broadcast\u2019 social media | DAC<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/strategy\/why-teens-are-moving-away-from-broadcast-social-media\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Why teens are moving away from \u2018broadcast\u2019 social media | DAC\" \/>\n<meta property=\"og:description\" content=\"In the world that is social media, things are changing fast. Not just in terms of the newly emerging platforms and technologies breaking into the market, but also in the way that teenagers, particularly, are using them. 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