In the war for the coveted attention of millennial users and viewers, many companies make a big deal about how many they’ve managed to capture. The idea that millennials are leaving Facebook has been firmly in place for the better part of a year. So who’s really cornering that market, and is Facebook still dead to teens? (Spoiler: No)
The latest company to release their figures is Skype — and they’re boasting big. “Skype now counts more than 300 million users and said it reaches 24 percent of 18- to 24-year-olds worldwide,” according to Adweek.
Reaching 24 percent of millennials — especially those over 18 — is a big deal because they have a buying power of $900 billion, wrote Edelman senior account executive Glynn Murph.
Apparently, U.S. users spend twice as much time on Skype than they do on WhatsApp. As of December 2013, the millennial audience grew by 28 percent year-over-year for Skype. But what other services are they using?
Despite the horn tooting from Skype, Facebook is still the titan. According to comScore data, 91 percent of millennials are still using Facebook. Instagram came in second with 46 percent, and 30 percent used Tumblr. If we plug Skype into this data, with its 22 percent of U.S. millennials, it loses to Pinterest and Linkedin, which both come in with 27 percent of the market.
So if Facebook’s got 91 percent of millennials compared to Snapchat’s 17 percent and Skype’s 22 percent, what’s all the fuss about? Skype may have had some excellent growth, but it’s hard for Facebook to show any meaningful growth when it has over one billion users.
Kudos to Skype, but it’s got a long way to go if it plans to show up Facebook.