BUSTED: THE MYTH THAT YOUNGER AUDIENCES ARE LEAVING FACEBOOK

1. helloimvenus.com/#venuslab
The attitudes of younger women
towards social media

2. ABOUT THE SURVEY 3
SOCIAL MEDIA PREFERENCES 4
FACEBOOK HABITS 6
INSTAGRAM HABITS 11
SNAPCHAT HABITS 13
TWITTER HABITS 15
ASK.FM HABITS 17
GOOGLE+ HABITS 19
CONTENTS

3. 3
18 years
15%
19 years
16%
20 years
16%
22 years
17%
21 years
18%
23 years
18%
Hello I’m Venus commissioned a survey of young Australian women to determine
their perceptions and usage of social media.
The survey was conducted online during 2014 using the Pureprofile consumer
research panel.
A total of 300 women between the ages of eighteen and twenty-three years
participated in the survey. There was equal representation across all age segments.
ABOUT
THESURVEY
helloimvenus.com/#venuslabn=300

4. 4
1 2 3
Facebook 78% 13% 6%
Instagram 12% 37% 24%
Snapchat 3% 19% 27%
Twitter 5% 17% 24%
Ask.fm 0% 1% 3%
Google+ 2% 14% 16%
helloimvenus.com/#venuslab
n=300
Question: Please rank your top 3 favourite social channels.
Facebook is unequivocally the most dominant platform for usage amongst
younger Australian women, aged 18–23 years, with 78% of females ranking
Facebook as their favourite social media channel.
37% of women rank Instagram as their second preference, while Snapchat
is the highest-ranking third preference.
Twitter consistently ranked third across first, second and third preferences.
Social media preferences

5. 5
Facebook
78%
Facebook
13%
Facebook
6%
Ask FM
0%
Ask FM
1% Ask FM
3%
Google+
2% Google+
14%
Google+
14%
Twitter
5%
Twitter
17%
Twitter
24%
Snapchat
3%
Snapchat
18% Snapchat
27%
Instagram
12%
Instagram
37%
Instagram
24%
The findings within this report confirm that 18-year-olds are the most likely
to participate across all platforms, experimenting to determine which social
channels are of interest to them. Older segments are more comfortable
utilising more mature platforms such as Facebook, Twitter or Instagram
— which effortlessly integrates between channels.
Social media preferences
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FAVOURITE SOCIAL MEDIA 2ND
FAVOURITE SOCIAL MEDIA 3RD
FAVOURITE SOCIAL MEDIA

6. 6
I do not use it
3%
Less
18%
Same
44%
More
35%
63% of Facebook users reportedly have under 100 friends, followed by 101–200
(12%) and 501+ (9%), thus confirming that for the majority of women aged 18–23
years on Facebook, the platform is used to connect with or follow people they
know in the real world.
helloimvenus.com/#venuslab
Facebook habits
Question: How would you rate your usage of Facebook
now versus a year ago?

7. 7
Facebook Overall 18
years
19
years
20
years
21
years
22
years
23
years
I do not use it 3% 4% 2% 2% 4% 0% 2%
Less 18% 24% 15% 14% 13% 22% 23%
Same 44% 46% 51% 41% 47% 42% 38%
More 35% 26% 32% 43% 36% 36% 38%
n=300 Question: How would you rate your usage of Facebook now versus a year ago?
Across all age segments, women admitted to using Facebook at the
same rate as the year previous (44%).
Usage increase is more prevalent in the older segmentation of 20–23
years, thus confirming our thinking that younger audiences aren’t
drawn to the platform in the same manner as their senior counterparts.
20-year-olds had the greatest increase in their usage on the platform
at 43%.
18-year-olds are the most likely to have decreased their participation
on Facebook, with 24% indicating they are using the channel less
today than a year ago. Interestingly, this group had one of the highest
‘no participation’ rates for Facebook, with 4% indicating they don’t use
the channel at all. This supports the notion that younger people aren’t
electing Facebook as part of their social media mix.
Facebook habits
helloimvenus.com/#venuslab

8. 8
Facebook Overall 18
years
19
years
20
years
21
years
22
years
23
years
Love it 25% 30% 23% 22% 31% 28% 17%
Can’t live with out it 17% 15% 19% 20% 11% 16% 23%
Indifferent 28% 26% 30% 33% 29% 24% 26%
Losing interest 23% 17% 28% 22% 24% 22% 26%
Completely over it 3% 2% 0% 0% 4% 4% 6%
Other 3% 9% 0% 2% 2% 6% 2%
n=300 Question: How do you feel about your Facebook page?
Overall, 28% of women aged 19–23 years, feel indifferent towards
Facebook.
Women in the 18 and 21-year-old segments feel the most love towards
Facebook, with just under a quarter reporting they ‘love it’, while 15%
of 18-year-olds also insist they ‘can’t live without it’, making them the
most overall affectionate group towards the channel. 21-year-olds,
however are divided in their feelings towards Facebook. This segment
is the most likely to contemplate closing their profile, with 15%
acknowledging that they could or will be closing their account.
The oldest segment surveyed, 23-year-olds, are the least impressed
with Facebook. 34% feel negatively towards the channel either losing
interest or feeling completely over it, and 26% feeling indifferent to the
platform. This age segment is also the most likely to close their profile.
Facebook habits
helloimvenus.com/#venuslab

9. 9
Facebook Overall 18
years
19
years
20
years
21
years
22
years
23
years
Never 17% 17% 26% 12% 18% 12% 17%
Only if something
better comes along
31% 28% 30% 37% 33% 36% 25%
Possibly 42% 48% 43% 41% 35% 38% 47%
Definitely 8% 4% 2% 6% 13% 10% 9%
I plan to do so 2% 2% 0% 4% 2% 4% 2%
n=300 Question: Could you contemplate closing your profile and leaving Facebook completely?
When considering leaving Facebook, women across all age segments
are open to the possibility of closing their account (42%).
One-in-three women would consider a change if something better
came along — this was strongest amongst women in the 20 and
22-years segments.
Women aged 19-years had the strongest commitment to the platform,
with almost one-in-four women reporting to ‘never’ consider closing
their account.
Interestingly, while 18-year-olds are reportedly one of the most
affectionate age segments towards Facebook, they are also the most
open to leaving the platform. 48% said they would consider closing
their account, thus confirming the notion that this age segment has
limited loyalty towards Facebook.
Facebook habits
helloimvenus.com/#venuslab

10. 10
n=300 Question: Why do you like/follow brands on Facebook?
n=300
Question: How many Facebook friends
do you have?
29% of women don’t like following brands on Facebook, while close to a quarter do so to receive news
about the company. 19 and 21-year-olds are the most likely to follow a brand to receive free products;
and 18-year-olds are most likely to follow a brand that shares content that they find entertaining.
Facebook habits
helloimvenus.com/#venuslab
Facebook Overall 18
years
19
years
20
years
21
years
22
years
23
years
I don’t like follow/brands on Facebook 29% 24% 32% 35% 22% 32% 32%
I enjoy the brand/s 17% 17% 15% 18% 15% 20% 17%
To receive their latest news 24% 22% 23% 27% 29% 20% 25%
To be entertained by their content 9% 17% 6% 4% 7% 6% 11%
The chance to get free product 14% 13% 19% 10% 18% 14% 9%
For competitions 7% 7% 4% 6% 9% 8% 6%
Friends
>100 63%
101–200 12%
201–300 7%
301–400 4%
401–500 5%
501< 9%

11. 11
I do not use it
43%
Less
11%
Same
17%
More
29%
29% of women report increasing their usage of Instagram over the past 12 months.
21-year-olds have the least uptake with the platform, with 56% not using the app.
The behaviour of 19-year-olds towards Instagram is divided, with 40% not using
the platform and an equal 40% claiming to have increased their usage over the last
12 months.
The 20-year-olds were the most likely segment to decrease their usage of the app
over the past 12 months (31%).
helloimvenus.com/#venuslab
Instagram habits
Question: How would you rate your usage of Instagram
now versus a year ago?

12. 12
Instagram Overall 18
years
19
years
20
years
21
years
22
years
23
years
I do not use it 43% 35% 40% 35% 56% 46% 45%
Less 11% 17% 4% 20% 9% 12% 6%
Same 17% 22% 15% 14% 11% 18% 21%
More 29% 26% 40% 31% 24% 24% 28%
n=300 Question: How would you rate your usage of Instagram now versus a year ago?
Instagram habits
helloimvenus.com/#venuslab

13. 13
I do not use it
51%
Less
12%
Same
13%
More
24%
While 51% of overall women surveyed don’t use the platform,
one-in-four reportedly have increased their participation over
the past 12 months.
helloimvenus.com/#venuslab
Snapchat habits
Question: How would you rate your usage of Snapchat
now versus a year ago?

14. 14
Snapchat Overall 18
years
19
years
20
years
21
years
22
years
23
years
I do not use it 51% 37% 51% 45% 47% 62% 60%
Less 12% 24% 11% 12% 11% 12% 6%
Same 13% 17% 11% 24% 7% 6% 11%
More 24% 22% 28% 18% 35% 20% 23%
Women in the older age brackets, 22–23 years, were the least likely to use the
platform, while 18-year-olds have the greatest uptake and continued consumption,
confirming the perception that this app is for a younger demographic.
Snapchat habits
helloimvenus.com/#venuslab
n=300 Question: How would you rate your usage of Snapchat now versus a year ago?

15. 15
I do not use it
54%Less
17%
Same
16%
More
13%
The majority (54%) of women surveyed don’t use Twitter.
The 18-year-old segment is the most likely to use the platform (57%),
however usage is reportedly stagnant or reduced in frequency.
62% of 21-year-olds don’t use the platform, while 19-year-olds
are the most likely to have increased their usage in the past 12
months (29%).
helloimvenus.com/#venuslab
Twitter habits
Question: How would you rate your usage of Twitter now
versus a year ago?

16. 16
Twitter Overall 18
years
19
years
20
years
21
years
22
years
23
years
I do not use it 54% 43% 51% 51% 62% 60% 55%
Less 17% 24% 19% 18% 13% 12% 17%
Same 16% 24% 11% 20% 7% 20% 13%
More 13% 9% 19% 10% 18% 8% 15%
Twitter habits
helloimvenus.com/#venuslab
n=300 Question: How would you rate your usage of Twitter now versus a year ago?

17. 17
I do not use it
51%
Less
12%
Same
13%
More
24%
This channel has yet to gain any serious traction, with only 14%
of women surveyed having experienced the site. 18-year-olds
are the most likely to use the channel (26%).
helloimvenus.com/#venuslab
Ask.FM habits
Question: How would you rate your usage of Ask.FM now
versus a year ago?

18. 18
Ask.FM Overall 18
years
19
years
20
years
21
years
22
years
23
years
I do not use it 86% 74% 85% 86% 89% 98% 85%
Less 7% 15% 9% 6% 4% 0% 9%
Same 5% 11% 4% 8% 4% 0% 6%
More 1% 0% 2% 0% 4% 2% 0%
Ask.FM habits
helloimvenus.com/#venuslab
n=300 Question: How would you rate your usage of Ask.FM now versus a year ago?

19. 19
I do not use it
54%Less
17%
Same
16%
More
13%
40% of women don’t use Google+. However, of the 60%
who do use the site, 22% have not altered their usage over
the past 12 months.
Again, 18-year-olds lead the way in terms of usage, with 46%
having used Google+ over the past 12 months, while 72%
of 22-year-olds don’t use the site.
helloimvenus.com/#venuslab
Google+ habits
Question: How would you rate your usage of Google+
now versus a year ago?

20. 20
Google+ Overall 18
years
19
years
20
years
21
years
22
years
23
years
I do not use it 60% 54% 55% 57% 56% 72% 64%
Less 8% 11% 15% 8% 4% 4% 8%
Same 22% 26% 26% 16% 27% 14% 21%
More 10% 9% 4% 18% 13% 10% 8%
There has been an 18% increase in usage amongst 20-year-olds, while 18, 19 and
21-year-olds are the most likely to have kept their usage consistent over the past
12 months (26%, 26% and 27%).
Google+ habits
helloimvenus.com/#venuslab
n=300 Question: How would you rate your usage of Google+ now versus a year ago?

21. 21
We surveyed 18–23-year-old females — they’re the highest social media user
group, and the highest adopters of new platforms.
With the recent round of changes to Facebook, many marketers have been
questioning the value of the channel. There has been a wider discussion about
the ongoing health of the platform, especially with younger users. Some
marketers are being led to believe younger users are fleeing Facebook because
it is no longer ‘cool’.
So, is Facebook fatigue real? And does the platform still offer value for brands?
helloimvenus.com/#venuslab
Insights:

22. 22
Despite the rumours, Facebook appears to be healthier than ever with a
greater amount of young women saying they’re using it more now than they
did 12 months ago.
‘300n’ is a statistically sound sample — so the percentage of young
women NOT using Twitter, Instagram and Snapchat reinforces the absolute
dominance of Facebook for audience reach.
Overall attitudes to Facebook are also interesting — there’s lots of love.
And finally — it is often suggested that people mostly follow brands purely for
‘free stuff’: this group indicated that the main reason they followed brands on
social media was; 1) Linking with the brand, and 2) Receiving news from the
brand.
In summary, all that seems to have changed in the social media landscape is
that Facebook is being used even more. If our digital/social footprint is set to
double each year as some suggest, Facebook is still getting a big slice of the
market.
For marketers, the big change is that Facebook is not allowing brands to get
free organic reach. Marketers must pay to play (just like any other media!), so
now is the time to be more strategic about business cases and ROI than ever
— truly integrating these into the total marketing/CRM mix.
Insights:

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© This research study remains the intellectual property
of Venus and Pureprofile.