Teens 'overwhelmingly prefer' when brands advertise on Instagram rather than other social media channels, a Piper Jaffray survey finds.
div > div.group > p:first-child"> People in Gen Z, born between 1997 and 2012,"overwhelmingly prefer" when brands contact them on Instagram rather than through other social media channels, according to a new survey from analysts at Piper Jaffray. Seventy percent of respondents said they preferred Instagram for brand engagement.
Instagram in general is extremely popular among teens, with 90% penetration among 14-to-18-year-olds, according to the report. Piper Jaffray asked 8,000 teens, with the average age of 16, across the United States about their spending habits, branding preferences and behaviors. The study's results come just after Instagram rolled out its checkout option on March 19, which allows consumers to purchase products without leaving the app.
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