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Facebook is no longer an unbreakable habit in the UK, particularly among younger age groups. January 2015 research by ResearchBods for the UK Safer Internet Centre echoed this sentiment. It found that social media use among UK teens was about so much more than just Facebook.
While checking Facebook was an established weekly habit among almost three-quarters of 11- to 16-year-olds in the UK, YouTube was a more popular platform. At the same time, sizable proportions used a plethora of other sites and apps on a weekly basis—notably Snapchat and Instagram, cited by almost half of the respondent base.
The research went on to note that over a quarter of 11- to 16-year-olds accessed six or more social networks or messaging apps each week. eMarketer’s latest forecast for UK social network users, meanwhile, estimates that 86.0% of 12- to 17-year-olds in the country, or 3.6 million consumers, will be regular social network users this year—only millennial groupings have larger penetration rates.
This all adds up to lots of teens accessing lots of social network platforms lots of the time. It’s any wonder they have time for other activities during their day-to-day lives. It certainly means that their digital attention is being divided like never before.
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