Products

EMARKETER delivers leading-edge research to clients in a variety of forms, including full-length reports and data visualizations to equip you with actionable takeaways for better business decisions.
Reports
In-depth analysis, benchmarks and shorter spotlights on digital trends.
Learn More
Forecasts
Interactive projections with 10k+ metrics on market trends, & consumer behavior.
Learn More
Charts
Proprietary data and over 3,000 third-party sources about the most important topics.
Learn More
Industry KPIs
Industry benchmarks for the most important KPIs in digital marketing, advertising, retail and ecommerce.
Learn More
Briefings
Client-only email newsletters with analysis and takeaways from the daily news.
Learn More
Analyst Access Program
Exclusive time with the thought leaders who craft our research.
Learn More

About EMARKETER

Our goal at EMARKETER is to unlock digital opportunities for our clients with the world’s most trusted forecasts, analysis, and benchmarks. Spanning five core coverage areas and dozens of industries, our research on digital transformation is exhaustive.
Our Story
Learn more about our mission and how EMARKETER came to be.
Learn More
Methodology
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More
Our People
Take a look into our corporate culture and view our open roles.
Join the Team
Contact Us
Speak to a member of our team to learn more about EMARKETER.
Contact Us
Newsroom
See our latest press releases, news articles or download our press kit.
Learn More
Advertising & Sponsorship Opportunities
Reach an engaged audience of decision-makers.
Learn More
Events
Browse our upcoming and past events, recent podcasts, and other featured resources.
Learn More
Podcasts
Tune in to eMarketer's daily, weekly, and monthly podcasts.
Learn More

TikTok surpasses Snapchat as the favorite app of teens

The news: TikTok has supplanted Snapchat as the favorite social media app of US teens, with Facebook and Twitter lingering far behind, according to Piper Sandler’s “Taking Stock With Teens” survey.

More on this: TikTok’s popularity with teens (and advertisers) is climbing, and though platforms have come for its lunch with short-form video products of their own, it’s still a dominant force in social media.

  • Thirty-three percent of respondents said TikTok was their favorite social media app, surpassing Snapchat (31%) for the first time. But popularity doesn’t tell the whole story: Despite TikTok’s popularity and influence on culture, Instagram still led engagement with 89% of respondents saying they used it at least once per month, followed by Snap at 84% and TikTok at 80%.
  • TikTok’s popularity, along with its push toward in-app shopping and social commerce, is helping drive its ad revenues far above its competitors. The app’s global ad revenues will triple to $11.64 billion in 2022, more than both Snapchat and Twitter combined, according to our inaugural TikTok ad revenue forecast. Over half of those revenues will come from the US.
  • Meanwhile, Facebook and Twitter’s problems attracting young users persist. Only 31% of respondents said they use Facebook at least once per month. We expect Facebook to lose 1.7 million teen users between 2020 and 2025, leaving it with 8 million. Twitter will lose 200,000 teens in the same period, leaving it with 5.2 million.

More trouble for Meta: Instagram’s high engagement is a saving grace for Meta, which has been struggling with young users for years. But the survey showed that its plans for the metaverse aren’t making inroads with teens either.

  • Just under half (48%) of teens say they’re not interested in or are unsure about the metaverse. Game companies like Roblox and Epic Games have enjoyed success attracting young users and brands looking to offer them virtual advertising experiences, but they have the advantage of being easily accessible on a variety of devices including phones and tablets.
  • Meta’s vision for the metaverse relies more heavily on wearables, even if it does include game-like experiences such as Horizon Worlds, a social game which has hosted a number of brand campaigns. Penetration of VR wearables is relatively high among teens at 26%, but only 5% use it daily, suggesting there isn’t enough VR-only content capturing their attention.

Looking forward: Visually oriented social media apps have a tighter grip on teens. TikTok’s dominance is made clear by the copycat products launched by its competitors and its rapidly growing advertising revenue. If other social platforms want to mimic its success, they’ll have to find ways to create similar highly personalized experiences for users in ways that comply with tightening privacy and data regulations.