Facebook Fatigue Among Teens Should Freak Out Marketers

Uh oh. Teens are growing tired of Facebook (FB) and YouTube (GOOG), new research (pdf) shows, a falling-out that has the potential to trigger a wide-ranging effect on retail, fashion, gaming, and other youth-oriented industries.

According to Piper Jaffray (PJC), while Facebook and YouTube are still considered the most important social media destination for teens, their popularity among this fickle demographic has fallen precipitously since this time last year, as the chart below indicates. (The cold-shoulder treatment may be because so many parents and grannies seem, creepily, to be all over Facebook these days.)

Photo Credit: Bloomberg

Photo Credit: Bloomberg

Why is this a big deal? Teens make up an $819 billion consumer segment, and the social media chatter about brands—positive or negative—is an increasingly large influence on their purchasing decisions. Just over half of all teens polled for the research (53 percent for female teens and 52 percent for teenage males) said social media affects their overall purchasing decisions, a trend that has gained strength in recent quarters. Read More.