Gen Z’s Social Media Usage in 2024 | Later (2024)

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Gen Z’s Social Media Usage in 2024 | Later? ›

According to Morning Consult's report, YouTube is the most-used platform for Gen Z — with over 80% spending their time on the app: Coming in at the number two spot is Instagram at 75% — hinting that the platform isn't “over.” And TikTok (69%) and Snapchat (63%) aren't too far behind either.

The latest Gen Z fashion trends include sustainable choices, gender-fluid styles, and a revival of Y2K aesthetics. They embrace oversized loungewear, statement accessories, techwear, minimalist looks, athleisure, DIY projects, and streetwear influences.

The study shows that 40% of consumers use TikTok for information, with the app being especially popular among younger generations, as 64% of Gen Z and 49% of millennials do so. This highlights TikTok's importance for businesses targeting these demographics.

Demographics most likely to quit (or drastically reduce) social media use are Millennials and Gen Z. It makes sense that younger people, who have had access to social media for most of their lives, would crave a lifestyle less reliant on the internet for socializing.

For that emerging Gen Z population, Instagram is tops: 67% say they use Instagram to search. TikTok is the second choice: 62% of the 18 to 24 demographic search there, while Google is in third at 61%. (Most people use multiple apps and platforms for search, which is why the numbers exceed 100%.)

That is why the generations today each span 15 years with Generation Y (Millennials) born from 1980 to 1994; Generation Z from 1995 to 2009 and Generation Alpha from 2010 to 2024. And so it follows that Generation Beta will be born from 2025 to 2039.

Gen Z is the generation born in the 15-year span from 1997 to 2012. In 2024, they will turn between 12 and 27 years old. This is the newest generation to gain influence in the world, from joining the workforce to being old enough to vote.

Generation Z (often shortened to Gen Z), also known as Zoomers, is the demographic cohort succeeding Millennials and preceding Generation Alpha.

For instance, adult Gen Z users spend significantly more time on social media—particularly TikTok—than older users.

In addition to soaring food and housing expenses, millennials and Gen Z face other financial challenges their parents did not as young adults. Not only are their wages lower than their parents' earnings when they were in their 20s and 30s, but they are also carrying larger student loan balances.

Why is Gen Z addicted to TikTok? ›

There is ample evidence supporting that moniker, with 79% of Gen Z having reported feelings of loneliness. Squyres said TikTok can exacerbate those feelings and bring a feeling of connecting without the real thing. Young people sometimes use TikTok as a substitute for interpersonal connection, Squyres said.

Social media affects younger people more

27% of Gen Z say that technology has a negative impact on their mental health, as opposed to just 9% of baby boomers. McKinsey found that Gen Z is more apt to say social media and technology cause them mental health problems, but that's not the case worldwide.

Case in point: 65% of those between ages 8-10 already spend up to 4 hours a day on social media. And as they grow older, Gen Alphas appear on track to catch up to their Gen Z predecessors in terms of time spent on these platforms.

They report using six technology products daily and spend around 12 hours using those products. 73% of Gen Z have a television in their household, and 59% say they personally own a television – significantly less compared to older generations.

Generation Z Screen Time

On average, members of Generation Z spend approximately 7 hours and 18 minutes per day on screens, according to What'sthebigdata. This includes time spent on smartphones, tablets, computers, and other digital devices.

About those Millennials...

Millennials continue to favour Facebook, with 69% using it compared to other social media platforms. In contrast, only 37% of Gen Z users are active on Facebook. The platform usage among Millennials has slightly declined, dropping from 75% in late 2021 to 69% in November 2022.