TikTok's on top for US teens

Plus: How D2C brands are dealing with Facebook attribution dilution April 13, 2022 [TikTok surpasses Snapchat as the favorite app of teens]( TikTok has surpassed 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. Here's what marketers should know: - 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. 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. [Read the full article.]( [44% of shoppers bypass walled gardens]( to find products directly on retail/brand sites. Find out why consumers are turning to the open internet in our 2022 Shopper Story Report. [Learn more.]( ADVERTISEMENT [Reimagining Retail: How D2C brands are dealing with Facebook attribution dilution]( Our analyst Andrew Lipsman is joined by Sara Livingston, head of customer solutions at Rockerbox, to discuss where direct-to-consumer (D2C) brands' Facebook ad budgets are flowing since iOS tracking changes disrupted ad targeting and measurement last year. Find out why Google, TikTok, and connected TV are capturing more spend and how D2C budgets are likely to migrate in the coming years.["Behind the Numbers" is made possible by mParticle. Listen in.]( [Analyst Webinar: AR/VR’s Positive Growth]( Our latest forecast found that there are nearly 90 million augmented reality (AR) users and nearly 67 million virtual reailty (VR) users in the US in 2022. Learn our principal analyst Yory Wurmser’s perspective and how retailers and advertisers can capitalize on these technologies. Join eMarketer’s live Meet the Analyst Webinar, presented by QuickFrame by MNTN. [Register Now]( ADVERTISEMENT [AM/FM radio rules ad-supported listening, despite advertisers’ perceptions]( In 2021, more than three-quarters of the time that US adults spent listening to ad-supported audio went to AM/FM radio. Podcasts trailed way behind traditional radio, capturing just 11% of ad-supported listening, while Pandora, SiriusXM, and Spotify each accounted for less than 10%. AM/FM radio held a majority share across adult age groups and was the most listened-to ad-supported audio not only in the car (88%), but also in the home (72%) and workplace (68%).[Go beyond the chart.]( ©2022 Insider Intelligence, 11 Times Square, New York, NY 10036 eMarketer Daily is published by Insider Intelligence, Inc. Email sent to: {EMAIL} [Unsubscribe]( | [Change email address]( | [Update preferences]( | [Advertise]( | [Privacy Policy]( If you cannot view the HTML newsletter, please [read it in your browser here](.