Developmental Needs
Teens are not a monolith; the interests, behaviors and social media needs of this group of teens may be more similar to those of children than anyone else.
Who are early teens?
One segment of teen never-users is completely disinterested in sharing anything online and prefers to engage in this behavior instead as a way of connecting with and delighting their friends.
What is sending funny memes or videos over text?
Teen never-users think IG is mainly for this type of people.
Who are models, influencers, or celebrities?
This app was the number one app never-users said they couldn’t live without.
What is YouTube?
This barrier to joining IG is more common in early teens than late teens.
What is parental permission?
Never-users are similar to current IG users in that they place the utmost importance on this core teen value.
What is safety/privacy?
Never-users who are not particularly familiar with what IG has to offer describe it as an app to share this medium.
What are photos?
Never-users tend to have a more negative view of social media in general, but note they would be more interested in spending time on social media if it could be described as this type of place.
What is positive, supportive, realistic, fun, not performative?
Many never-user teens reject the mainstream, embrace counter culture and express a desire for individuality. They often use this label when describing themselves and their friend group.
What is the weirdos or outcasts? (or anything similar)
In a large 4 DM country survey, this percentage of never-users said they aren’t interested in IG because they dislike sharing things about themselves online.
What is 50%?
Never-users use this word most frequently when describing the type of content that’s shown on IG.
What is fake, toxic or unrealistic?
70% of never-users say they don’t use IG now even though they’re interested in it for this top reason.
What is I don’t have time for it (43%)?
Similar to current IG users, this group of non-users is interested in connecting with existing friends and expanding their social circles.
Who are late teens?
Among never-users who are not interested in joining IG, this is the top reason they don’t use other apps like Snapchat, BeReal, or TikTok.
What is personal sharing / sharing about their lives?
Never-users view this app as the epitome of social media.
What is Instagram?
Never-users are highly conscious of spending their time well online, and thus feel this app is of particular value because they view it as both entertaining and educational.
What is YouTube?
Early teens are super into these small figurines known for their exaggerated features, including giant bobbleheads and oversized eyes. They depict popular characters from a wide range of leading franchises and genres, including DC Comics, Marvel, and Disney, alongside pop culture idols in various styles, poses and outfits.
What are Funko Pops?
One segment of teen never-users is interested in sharing on social media but utilizes this specific approach in order to make themselves feel safer and less exposed.
What is de-centering the self?
This group of teens is similar to never-users in that they think people use IG to show off and look good.
Who are churned users?
Across several developed markets, this type of app was either the #1 or #2 most frequently used app for never-users in the past month.
What is a messaging app?
WhatsApp, Line, iMessage, Android Message