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Google Youtube Skype

YouTube, WhatsApp and Facebook more loved than Instagram by youths, research finds


By Ishbel Macleod, PR and social media consultant

May 1, 2014 | 2 min read

Over half (53 per cent) of 16 to 24 year-olds say they ‘love’ YouTube, a survey from Voxburner into sentiment towards 18 different social media brands has found.

The research, polled 1,544 UK 16 to 24 year-old respondents, found that Whatsapp is ‘loved’ by 33 per cent of respondents, followed by Skype (31 per cent) and Facebook (27 per cent).

Instagram came next on the list, with just under a quarter (24 per cent) saying that they ‘loved’ the picture sharing site.

Only 2 per cent said that they ‘loved’ Foursquare, Tinder, or WeChat, while Google+ is the only social media brand that receives any notable level of negativity, with an overall 19 per cent saying they ‘dislike’ or ‘hate’ it.

Luke Mitchell, head of insight at Voxburner, said: "This is an optimistic and tolerant generation and the lack of any strong negative sentiment towards any social media brands backs this up. With some dissent towards Google+ we can perhaps see that young users don't like to feel forced into new tech habits, for example last year when YouTube commenters were pushed into using a Google+ profile, and that they are tuned in to the tech industry mood.

“One strong performer not often mentioned alongside other social giants is Skype - it provides value, convenience and fun, which are key attributes of a successful brand for this generation.”

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