The research firm Harris Interactive just released the results of its 2012 Harris Poll Youth Equitrend study, an examination of the popularity of various social media services among U.S. youth aged 13 to 24. In a result that has surprised some, YouTube earned the top rankings in this survey, beating Facebook and other popular sites in this category.
To determine the results of the Youth EquiTrend poll, Harris Interactive’s analysts examine respondents’ familiarity and satisfaction with various social media outlets. It also awards the “Brand of the Year” honor to the highest-ranking services, and this award went to YouTube in its category.
Regina A. Corso, senior vice president for Youth and Education Research at Harris Interactive, commented on YouTube’s advantage among youth.
“For many teens and young adults, the allure of Facebook is still there, but YouTube has become an alternative media outlet,” she said. “This is something that marketers should remember when creating their social media strategies.”
Recently, the Boston Globe reported that Facebook’s CEO Mark Zuckerberg returned to Harvard University to recruit young people with fresh new ideas for the website.
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