Summary
In the race to win and sustain the attention of US youth, Facebook is falling behind. Our analysis of trended behavioral and attitudinal data reveals that young consumers increasingly engage with a variety of social networking sites, at Facebook's expense, because of the distinct value they derive from these other platforms. Here, we apply Forrester's Consumer Technographics data to reveal US youth's behavior and perspectives on social media — with a focus on Facebook, Twitter, YouTube, Pinterest, Instagram, and Snapchat.
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