2016 popular apps among us teens

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Copyright © DG Incubation, Inc. All rights reserved. Apps US Teens/Gen Zs are Paying Attention to 31st August 2016

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Copyright © DG Incubation, Inc. All rights reserved.

Apps US Teens/Gen Zs are Paying Attention to31st August 2016

Copyright © DG Incubation, Inc. All rights reserved.

The Generation TimelineToday’s focus is on Gen Z and late millennials, the group most comfortable with technology and interacting with social media for a significant portion of socializing

Silent GenerationBorn between mid 1920s to early 1940s. Due to stable financial economy after the war, they were highly educated and wealthy.

Baby BoomersBorn between 1946 and 1964, they were associated with the “baby boom,” once comprising of 40% of the US population. They heavily contributed to the consumer economy.

Gen X “Busters”Born mid 1960s to early 1980s. Sometimes referred to as the “Lost” generation, exposed to daycare and divorce, this was the population with the lowest voting participation rate.

Gen Y “Millennials”Born mid 1990s to early 2000s, this is the first digitally native generation. Often associated with being “lazy,” “narcissistic,” and largely “unhappy,” millennials now represent the largest living generation in the US.

Gen Z “iGeneration”Born between early 2000s to mid 2020s. Constantly entered into the digital world (often on two screens at once), they don’t mind paying for expensive smartphones but won’t pay a dime for a film or song. They are the ultimate self-educators, constantly on YouTube and watching PewDiePie, and constantly live in FOMO (“fear of missing out”).

Copyright © DG Incubation, Inc. All rights reserved.

The Teenager MarketNot only is the teenage population big in the US, it is also a growing segment of the online community.

92% of teens go online daily, 25% are constantly online.

Teenager smartphone penetration will reach close to 79% this year. On average, teens receive smartphones from the age of 11.

Large Market Size: 42M US citizens aged 10-19 years old (About equal to total population of Korea)

Spending Consumers: The average teen spends almost $10K/year, making total spend by US teenagers to be over $404B/year (23% food/drinks, 20% clothing, 10% video games, 8% cars, 8% electronics, 7% shoes, rest on music, movies, events). 26% of girls and 47% of boys preferred online shopping.

Copyright © DG Incubation, Inc. All rights reserved.

Top Apps Used by Teens - THE LISTThe top apps used by teens are dominated by visual social media

Instagram Snapchat Facebook Spotify Twitter

Musica.ly Kik FB Messenger Wishbone After School

Also growing are:Neko Atsume Color Therapy Color Switch Wattpad

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The DowntrendersNotably missing from the list are:

Actual home screen from US teen

"I don't even really know a time where Google+ was a thing." — 16-year-old

“People just don’t use it anymore." — 17-year-old

"I watch Vine videos, but me and my friends don't have accounts or make our own videos, same with YouTube." — 16-year-old

Although officially said to have 2.5 billion users, over 90 percent of Google+ users have never posted once.

After reaching 20M MAU in Dec 2015 and raising a total of $61M in VC funding, teen usage has slowly dropped with competing apps like After School.

With over 200M MAU and although its content is still heavily consumed by teens, using Vine to create content has declined dramatically.

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Instagram - Steady as ever, but there are warning signs

KPI Traction

MAU/DAU

500M MAU 300M DAU

F:M Ratio 51:49

Teen Usage

52% of US Teens (13-17) use Instagram

What is it?Photo and video sharing service - “Everyone can be a photographer”

Quick Stats

Why do teens like it?High quality content and hasn’t been flooded by the older generation (slowly changing). Instagram is by far the most used social media by teens, but its shares are slowly being eaten.

How do teens use it?Core users spend a lot of time playing with filters. After uploading, they decide whether to delete it or not depending on engagement.

Service Name Instagram

Founded 2010

FundingAcquired by Facebook in

2012

Content Type Serious, high quality content

Company Info

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Snapchat - The Growing Giant

KPI Traction

MAU/DAU

? MAU 100M DAU

F:M Ratio 70:30

Teen Usage

32% of teens (13-17) use Snapchat on a

mobile device

What is it?Image and content messaging app - Instagram, but fun and casual

Quick Stats

Why do teens like it?This is where kids act more like themselves - less social pressure. Also, your parents aren’t on this platform (this is changing). In fact, 30% of users use Snapchat because their parents aren’t on it.

How do teens use it?Uses it throughout the day, regardless of content. It is acceptable to post a “I’m sooooo bored” photo on Snapchat.

Service Name Snapchat

Founded 2011

Funding $2.63B

Content Type Casual, fun, party-pics

Company Info

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Facebook - The “I’m on Facebook because I have to” syndrome

KPI Traction

MAU/DAU

1.71B MAU 1.13B DAU

F:M Ratio 58:42

Teen Usage

64% of online US teens (14-17) use

Facebook

What is it?Online social network service - The awkward family dinner table that teens can’t leave.

Quick Stats

Why do teens like it?They don’t. They are only on it because it would be weird if they weren’t on it. Most teens just use Facebook Messenger.

How do teens use it?

Specific functions like group and people stalking are heavily used. Search and messaging on Facebook seem to be most highly valued.

Service Name Facebook

Founded 2004

Funding IPOed in 2012

Content TypeContent

acceptable for parents to see

Company Info

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Kik - The teenaged dominated chat app nobody talks about

KPI Traction

Users 300M

F:M Ratio 30:70

Teen Usage

40% of US teens use Kik Messenger

What is it?Free texting app - How to text behind your parents’ back

Quick Stats

Why do teens like it?Partially anonymous, as teens don’t need to register via phone number. This also means that they can use it without their parents knowing.

How do teens use it?

Often used as an alternate texting service. There have been several incidents involving sexting, kidnapping, and bullying.

Service Name Kik Messenger

Founded 2009

Funding $120M

Content Type Anonymous

Company Info

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Twitter - The comeback through lunchroom gossip

What is it?Online media and content sharing platform - The high school cafeteria

Quick Stats

Why do teens like it?It provides an open platform to communicate on school-wide topics. Twitter is often the most used app during school, and enables teens to interact with people who are not their “friends.”

How do teens use it?

Teens are using it to join big, school-wide topics such as “the biggest breakup of the year.”

Service Name Twitter

Founded 2006

Funding IPOed in 2013

Content Type Gossip

Company Info

KPI Traction

MAU/DAU

313M MAU 100M DAU

F:M Ratio 50:50

Teen Usage

31% of online US teens (14-17) use

Twitter

Copyright © DG Incubation, Inc. All rights reserved.

Musica.ly - The popular app no adult knows about

What is it?Lip sync video creation tool - Dubsmash + Instagram + Snapchat

Quick Stats

Why do teens like it?It’s not cool to use Facebook and Snapchat is getting older, so why not use a more cool and hip app? Teens love different ways to build new forms of content (filters, audio, video speed, etc).

How do teens use it?Similar to Instagram, the top users retake and retake to create content for their audience. The ability to share on Instagram has further accentuated growth.

Service Name Musica.ly

Founded 2014

Funding $16.6M

Content Type Lip sync music videos

Company Info

KPI Traction

Users 90M

F:M Ratio 75:25

Teen Usage

Over 90% of users are teens

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After School - Despite controversy, anonymous apps are still popular

What is it?Location based anonymous messaging board - Geo-fenced Twitter

Quick Stats

Why do teens like it?Like Yik Yak, Secret, and other anonymous apps, teens like to feel liberated to be able to say anything they want but remain anonymous.

How do teens use it?

Currently to relieve stress and to feel validated by posting anything from school-wide events to explicit content to rumors and gossip.

Service Name After School

Founded 2014

Funding $16.4M

Content Type Gossip

Company Info

KPI Traction

Users Approx. 10M

F:M Ratio

Teen Usage

Now used in 75% of high school campuses

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Wishbone - Because girls still like tap-to-vote apps

What is it?Quiz app of 12 pop culture questions/day - High school voting drama personified

Quick Stats

Why do teens like it?Teens have a natural tendency to compare likes and dislikes, evidence shown by over 80 million engagements per day.

How do teens use it?Uses it as a source of debate and discussion amongst each other. Teens also create quizzes themselves.

Service Name Wishbone

Founded 2015

FundingStarted from

venture studio firm Science

Content Type Quiz

Company Info

KPI Traction

MAU/DAU 4M MAU

F:M Ratio 95:5

Teen Usage

80% of users are teens