If you want to reach students, social media can’t be overlooked as a communication vehicle. Use is huge and continues to grow: 90% of students have a Facebook account, with 80% visiting the site once or more each day.
However, social media seems to be a compelling double-edged sword for students. While 61% spend one to three hours using social media, 61% feel it consumes too much of their time and 72% get distracted by it while studying.
Among social media platforms, Facebook still reigns supreme in both usage and popularity, but Snapchat saw the most growth, with 71% of students currently using it, up from 49% the previous year and 39% the year before that. Snapchat is now the second most-used social media platform, overtaking Instagram and YouTube. In terms of frequency, students who use Snapchat do so just as much as they use Facebook (80% use daily).
Students say they’re using social media largely to keep in touch with friends and family and to take a mental break. Depending on the site, they also employ it to stay informed on news and trends, stay relevant with what people are talking about, and for entertainment purposes.
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