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BizReport : Social Marketing : October 10, 2013

Teenagers' social media preference switches from Facebook to Twitter

U.S. marketers targeting teens on social media should turn their attention from Facebook to Twitter as new research finds more U.S. teens prefer the microblogging platform over Zuckerberg's behemoth.

by Helen Leggatt

Financial firm Piper Jaffray has today revealed the findings of a new survey that shows Twitter is more popular among U.S. teens than Facebook. Just over a quarter of teens (26%) prefer Twitter compared with 23% who prefer Facebook.

The survey shows a shift in preferences compared with a survey earlier this year in which Facebook was preferred over Twitter by 33% to 30%.

"The data point is likely unsurprising as the trend in our survey has been moving toward Twitter over the past couple of years," said analysts Gene Munster and Douglas Clinton in a note to clients.

"Overall, regardless of the trend in teen preference toward other networks, we continue to believe that Facebook has additional avenues for monetization in Instagram and video in the coming months."

However, advertisers want to see a bigger audience on Twitter before they commit to more advertising. The platform has 218 million users compared with Facebook's 1.15 billion.

Image via Shutterstock

Tags: advertising, social marketing, social media, social networking, teen preference

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