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All the major social media platforms lost active teen users at the end of 2013.

Instead, teens are turning to mobile messaging apps as a way to keep in touch with each other.

This from a report by Global Web Index: Teens GWI Audience Report.

The report focuses on teens between the ages of 16 and 19 worldwide.

The report states: “The biggest social platforms all lost active teen users during 2013: the percentage regularly contributing to Facebook dropped by 9 per cent, with falls also recorded for YouTube (-7%), Twitter (-3%) and Google+ (-4%).

However, the numbers with accounts on these sites remained largely stable, indicating that 16-19s are not abandoning the big social platforms but are using them less frequently.”

The report added that older teens are embracing mobile messaging apps, which was led by Snapchat, which was up 60 per cent, and Kik Messenger, up 59 per cent. “Facebook Messenger remains the number one app in this space (25%), although WhatsApp and WeChat are now hot on its heels — both being used by 20% of teens at the global level.

Clearly, then, the social space is assuming an increasingly mobile and real-time character for the teen demographic.”

Facebook remained the number one social network by a large margin with nearly 50% of older teens using it on a regular basis.

YouTuBe was next with just over 30 per cent, with Twitter around 25 per cent and Google+ just over 20 per cent.

Instagram was at 10 per cent. Brands looking to tap into this demographic should know that 56 per cent of older teens say that gifts and rewards will increase the likelihood of them advocating a brand online.

A total of 40 per cent of teens say brands should entertain them.

 Nearly two out of every three teen is paying for some kind of digital content.

The reports states: “Teens are most likely to pay for music downloads (26 per cent), mobile apps (24 per cent) and multiplayer games (22 per cent).”

A total of 60 per cent of teens are second-screeners — being on their mobile or tablet while watching TV.

“The most common reasons for dual-screening while watching television are to chat with others (72 per cent) and play games (52 per cent), areas where teens over-index considerably compared to the general population.

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