Instagram use among younger Americans has been increasing over the past few years, with nearly 7 in 10 (68%) Americans between the ages of 12 and 34 now reporting that they use the popular app.
But, while Instagram leads in usage with this age group (which consists most of Millennials, who are between 18-39 years of age), the most recent Infinite Dial Report released by Edison Research and Triton Digital reveals that TikTok is also making a splash with youth.
New to the report this year, TikTok has done well in brand awareness, with nearly two-thirds (64%) of the more than 1,500 Americans (ages 12+) surveyed saying they are aware of the social media app.
That said, only 11% are using the platform. And, although this pales in comparison to the usage of more established social media platforms like Facebook (63%), Instagram (41%) and Snapchat (31%), TikTok adoption has grown quickly since its release in the US in late 2017.
This is particularly true among younger Americas, with one-quarter (25%) of respondents ages 12-34 reporting they used the app that enables users to create and share short videos. Read the rest at Marketing Charts.
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