35 Gen Z Social Media Statistics & Usage (2025 Trends)

Did you know that 91% of Gen Z is on Instagram, and 86% are active on TikTok? These platforms are more than just popular—they’re the go-to spots for Zoomers.

Generation Z—those born between 1997 and 2012—are true digital natives. They’ve grown up in a world where smartphones and social media are as natural as breathing. From binge-watching YouTube tutorials to finding inspiration for their next big idea, over 90% of Gen Z relies on platforms like YouTube for entertainment and learning.

But social media isn’t just about scrolling and fun for this generation—it’s where they shop, connect, and create.

Ready to uncover the stats and trends that reveal how Gen Z is reshaping the social media landscape? Let’s jump in!

1. 97.5% of Gen Z cites social media as their primary source of shopping ideas.

(Source: Influencer Marketing Factory)

Platforms like Instagram, TikTok, and Pinterest are highly visual, making them ideal for discovering new products and styles.

Gen Zers can easily browse images and videos to find inspiration for their next purchase.

Many Gen Zers follow social media influencers specializing in fashion, beauty, or lifestyle content. These influencers often showcase products and brands that they recommend, which can influence Gen Zers’ shopping decisions.

2. Gen Z averages 3 hours daily on social media.

(Source: Oberlo)

Gen Z, also known as the technology age, is very much invested in social media.

Many Gen Zers use social media platforms like Snapchat, Instagram, and TikTok to stay in touch with friends and family. Hence, they spend more time on social media,

In truth, Gen Zers find a sense of belonging and community on social media platforms, where they can connect with like-minded people who share their interests and values.

3. 70% of Gen Z watches YouTube daily.

(Source: Gitnux)

YouTube has become a daily habit among Gen Z. It offers a wide range of content, from educational videos to entertainment, gaming, and more.

This variety appeals to Gen Z’s diverse interests and preferences.

Also, YouTube is free and accessible to anyone with an internet connection, making it a convenient source of entertainment and information for Gen Z.

4. About 46% of Gen Z follow over ten influencers on social media.

(Source: Reuters)

This highlights the importance of influencer marketing for brands looking to reach this demographic.

Platform	Usage by Gen Z Influencer Followers
Instagram	High
YouTube	Very High
TikTok	Rising Rapidly

Given this data, brands are keen to collaborate with influencers who command the attention of your generation.

Consequently, influencer marketing has become a crucial strategy for companies aiming to reach the influential Gen Z market segment. Your interactions and engagements with these personalities underscore the symbiotic relationship between influencers and their Gen Z audience.

5. Three-quarters of Gen Z people used YouTube at least once a day, and 19% used it at least once a week.

(Source: Pew Research Center)

Many Gen Zers are fascinated by YouTube videos. They follow and engage with their favorite YouTube creators, who produce relatable, authentic content often tailored to their interests.

To attract this demographic, YouTube’s algorithm suggests videos based on a user’s viewing history, making it easy for Gen Z to discover new content they will likely enjoy.

6. In a January 2023 research of U.S iOS users, 92% of Generation Z users aged 16 to 25 used YouTube.

(Source: Statista)

YouTube’s focus on video content aligns well with Gen Z’s visual and interactive media preferences.

As a platform offering short-form and long-form content, YouTube provides various options for Gen Z users, from quick, entertaining clips to in-depth tutorials and educational videos.

Other video platforms like TikTok are fast gaining traction for Gen Z’s preference.

7. Gen Z has an attention span of 8 seconds on social media.

(Source: Stibo DX)

Social media has endless content, leaving Gen Zers to quickly scan and evaluate information to determine what is worth their time and attention.

Brands and content creators looking to engage with Gen Z on social media must work harder than ever to capture their audience’s attention in seconds.

This could involve creating visually striking content that stands out in a crowded feed.

You could use attention-grabbing headlines or captions or leverage popular trends and challenges to tap into what is already capturing Gen Z’s interest.

Gen Z’s attention spans are short, and they are easily distracted.

With multiple devices and platforms competing for their attention, you should find ways to cut through the noise and deliver their message in a way that is concise, engaging, and memorable.

8. 81% of Gen Z discover new products and services through social media.

With Gen Z spending an average of 3 hours per day on social media, it’s no surprise that they are turning to these channels to discover and research new products.

This shows the importance of having a strong social media presence and strategy to reach and engage with Gen Z consumers.

By leveraging popular social platforms, brands can showcase their products creatively and engagingly, build relationships with their audience, and drive sales.

Gen Z values authenticity and transparency from brands.

They want to see real, unfiltered content that reflects their values and interests and are likelier to trust and purchase from brands that demonstrate these qualities on social media.

9. 85% of Generation Z say social media affects their purchasing decisions.

(Source: RetailDive)

Social media has also made it easier for consumers to discover new and niche brands they may not have been aware of otherwise, leading to increased competition and innovation in the market.

Social media algorithms are highly effective at targeting consumers with personalized content and advertising, making it easier for brands to reach their desired audience and drive conversions.

Hence, Gen Zers can easily discover products or services they need.

10. 77% of Gen Z prefer to shop from brands they follow on social media.

(Source: Sprout Social)

Unlike previous generations, Gen Z sees social media as a way to build relationships with brands and stay up-to-date on their latest offerings.

For brands, social media is no longer just a marketing channel but a critical component of their overall customer experience.

By creating engaging and authentic content, responding to customer inquiries, and building a community of loyal followers, brands can build trust and loyalty with Gen Z consumers, increasing sales and customer retention.

11. Gen Z uses an average of five social media networks daily.

Gen Z is constantly connected and consumes content across various channels.

However, each platform serves a different purpose.

While some platforms, like Instagram, may be used for sharing photos and connecting with friends, others, like LinkedIn, may be used for professional networking.

By using multiple platforms, Gen Z can meet various social and professional needs.

Gen Z is highly attuned to the latest trends and news, and social media provides a way to stay up-to-date in real-time. By using multiple platforms, they can ensure they’re not missing out on important updates or conversations.

This means you should ensure you connect with your target audience on any social media platforms they may use.

12. Gen Z adults are likelier to use Facebook than Gen Z teens.

(Source: eMarketer)

One possible explanation for this trend is that Facebook was among the earliest and most dominant social media platforms.

As a result, it may be more deeply ingrained in the daily habits of older Gen Z adults who were early adopters of the platform.

Additionally, Facebook may be seen as a more “mature” platform that is better suited for professional networking and keeping in touch with family members. Hence, it’s more appealing to Gen Z adults entering the workforce and starting families.

In contrast, younger Gen Z teens may prefer more visual and ephemeral platforms like Instagram, Snapchat, and TikTok.

These platforms are better suited for sharing short-form video content and connecting with peers.

They are also newer and may be seen as more cutting-edge and innovative than older platforms like Facebook.

13. Over 80% of US Gen Zers aged 15 to 26 use YouTube monthly, with nearly the same percentage using Instagram or TikTok.

(Source: eMarketer)

When examining your engagement on social media platforms, you’ll find that YouTube, Instagram, and TikTok are dominant players in capturing your attention.

Similarly, engagement on Instagram and TikTok is nearly on par with YouTube.

These platforms’ visual and interactive nature resonates with your lifestyles and preferences. With its wide range of features from Stories to IGTV, Instagram caters to your desire for creative expression and connectivity.

Meanwhile, TikTok’s rise to prominence has been fueled by its short-form video content that perfectly suits your on-the-go consumption habits and creative flair.

It’s important to note that while these platforms share high usage rates, each caters to unique aspects of social interaction and content consumption, reflecting the varied ways you stay informed, entertained, and connected.

14. 77% of Gen Z get their news from social media.

(Source: eMarketer)

While traditional news outlets have long been the primary source of information for older generations, Gen Z has grown up in a digital era where social media platforms have become ubiquitous and highly influential.

For Gen Z, social media is a key source of news and information, providing a more immediate and interactive way of staying current on current events.

15. Streaming video content accounts for around 40% of Generation Z’s digital time.

One key reason video content is popular among Gen Z is its ability to convey information in a highly engaging and immersive way.

Whether binge-watching a new series on Netflix or scrolling through short-form videos on TikTok, video provides a dynamic and visually stimulating experience that holds the attention of younger audiences.

Additionally, the availability of video content across various devices, from smartphones to smart TVs, has made it easier for Gen Z to consume video content at their convenience.

This accessibility has contributed to Gen Z’s increasing engagement with video content online.

16. 56% of Gen Z users use social media to communicate.

(Source: Gitnux)

One reason for this trend is the convenience and accessibility that social media offers. With just a few taps on their smartphones, Gen Z can send messages, share photos and videos, and engage in real-time conversations globally.

For many in this digital-native generation, social media has become the preferred method of communication, allowing them to express themselves and showcase their personalities more freely than in face-to-face interactions. Through their profiles, they can curate their identities and connect with others who share their interests and values.

17. Social media users in the United States aged 18 to 24 spend an average of more than 1,500 minutes watching YouTube content.

(Source: Statista)

YouTube’s success among younger audiences can also be attributed to its emphasis on user-generated content and community engagement.

Features like comments, likes, and shares enable viewers to interact with creators and each other.

This fosters a sense of community and connection that particularly appeals to younger audiences who value social interaction and self-expression.

Other platforms like TikTok and Instagram have also been used for a long period.

Time Spent on Social Media Platforms by Gen Z in the U.S. (in minutes):

Platform	Average Minutes
YouTube	>1,500
TikTok	765
Instagram	512

Gen Zers spend longer periods on video-based social media platforms than text-based ones.

18. As of January 2023, the most popular TikTok searches among Gen Z users were “how to…”

(Source: Statista)

The leading type of query you frequently explored starts with “how to…” highlighting an active interest in tutorials, DIYs, and educational content among your peers.

19. Meta’s Facebook was used by 45% of males and 54% of female U.S. Gen Zers.

(Source: Marketing Charts)

Female Gen Zers are slightly more likely to be Facebook users than their male counterparts.

One possible explanation for this gender gap is the differing social needs and preferences of male and female Gen Zers.

Studies have shown that females tend to value social connection and communication more than males, which could make a platform like Facebook more appealing to them.

Additionally, Facebook’s content and features may align more with the interests and needs of female Gen Zers, such as the emphasis on personal updates, photo sharing, and group discussions.

20. 64% of male and 70% of female U.S Gen Zers used Snapchat.

(Source: Statista)

Snapchat’s focus on brief content, visual storytelling, and personal expression has made it a favorite among Gen Z, who value creativity and authenticity in social media interactions.

One reason for Snapchat’s success among Gen Z may be its emphasis on privacy and intimacy.

Unlike other social media platforms that prioritize public sharing and viral content, Snapchat allows users to share snaps and messages that disappear after being viewed.

This creates a sense of privacy and intimacy that resonates with younger users.

Additionally, Snapchat’s filters and lenses have become a cultural phenomenon among Gen Z users.

They allow users to transform their appearance and create unique and entertaining content to share with friends. This emphasis on creativity and self-expression particularly appeals to a generation that values individuality and personal expression.

21. 62% of male and 75% of female U.S Gen Zers use TikTok.

(Source: Morning Consult)

TikTok’s focus on short-form video content, viral trends, and creative self-expression has resonated strongly with Gen Z, seeking new and innovative ways to connect and create online.

TikTok’s success can be attributed to several factors, including its highly personalized and addictive recommendation algorithm.

The algorithm serves a never-ending stream of entertaining and engaging content tailored to each user’s interests.

The platform’s emphasis on community and collaboration, with features like duets and challenges, has also helped to create a sense of shared experience and belonging among Gen Z users.

22. 93% of male and 84% of female Gen Zers in the U.S. use YouTube.

(Source: Marketing Charts)

YouTube’s vast library of content makes it a favorite among Gen Z, catering to diverse interests like gaming, beauty, music, and education. Its appeal lies in offering something for everyone, regardless of gender.

Moreover, YouTube serves as a platform for personal expression and entrepreneurship, enabling many Gen Zers to launch their channels and build their brands. This focus on creativity resonates with Gen Z’s values of individuality and authenticity in their online interactions.

23. Half of the Gen Z surveyed respondents stated Facebook was the social media platform that contributed the most to empathy exhaustion.

(Source: Statista)

Empathy exhaustion, or “empathy burnout,” refers to feeling emotionally drained or overwhelmed by constant exposure to negative or distressing content on social media.

Social media can negatively impact mental health and well-being, particularly among younger audiences.

With Facebook’s emphasis on public sharing and the potential for contentious discussions and debates, it’s unsurprising that many Gen Z users find the platform particularly draining.

24. 42% of 13- to 17-year-old boys thought they could express themselves freely online. Girls of the same age were less likely to feel free to share their opinions online, with only 33% agreeing with the statement.

While a slight majority of boys feel comfortable sharing their opinions and perspectives online, girls are more likely to feel restricted or hesitant.

Several potential factors could contribute to this gender disparity in online self-expression.

One possibility is that girls may face more negative consequences for expressing themselves online, such as harassment, cyberbullying, or judgment from peers.

Additionally, societal gender norms may discourage girls from speaking out or sharing their opinions, particularly on controversial or sensitive topics.

25. 45% of Gen Z respondents stated there is too much pressure to be perfect on social media.

(Source: Statista)

With social media often presenting a curated and idealized version of people’s lives, it’s easy to feel inadequate or insufficient in comparison.

This pressure to be perfect can lead to a range of negative outcomes, including anxiety, depression, and body image issues.

Some Gen Z users may feel compelled to constantly edit and filter their photos, present a polished and curated version of their lives, and suppress negative emotions or experiences.

It’s important for social media users to recognize the limitations and biases of social media and to prioritize their well-being over the need to present a perfect image.

26. Teenage girls in the United States spend approximately two hours and forty minutes daily on TikTok.

(Source: Statista)

The amount of time spent on TikTok by teenage girls is significantly higher than that of other social media platforms, highlighting its unique appeal to this demographic.

The immersive and engaging nature of TikTok’s content and its ability to provide a constant stream of new and relevant videos may contribute to the longer time spent on the platform.

While TikTok can provide enjoyment and creative expression for teenage girls, it’s important to consider the potential impact of excessive social media use on mental health and well-being.

Encouraging balanced and mindful social media habits ensures that teenage girls have a positive and healthy experience on TikTok and other social media platforms.

27. 65% of teenage girls in the United States believed that YouTube positively impacted their peers.

(Source: Common Sense Media)

One key benefit of YouTube is its ability to provide access to educational content and tutorials on virtually any topic.

Whether learning a new skill, exploring a hobby, or getting help with schoolwork, YouTube has become a go-to resource for many teenage girls seeking to broaden their knowledge and skills.

Additionally, YouTube provides a platform for diverse voices and perspectives, helping to promote understanding and empathy among teenage girls and their peers.

YouTube can help break down barriers and foster a more inclusive and accepting society by exposing users to different cultures, lifestyles, and viewpoints.

28. 43% of respondents thought TikTok had a primarily positive effect on persons their age, while 26% said it had a mostly negative one.

On the positive side, TikTok has been praised for its ability to provide a platform for creative self-expression, community building, and social connection.

The app’s short-form video format and engaging algorithm have helped to propel TikTok to the forefront of social media culture, particularly among younger audiences.

However, concerns have also been raised about the potential negative impact of TikTok on mental health, body image, and privacy.

Some critics argue that the app’s addictive nature and focus on curated and idealized content can contribute to feelings of inadequacy, anxiety, and depression among users.

29. 15% of digital creators in the U.S. are Gen Z.

(Source: Statista)

While Gen Z may not make up the largest share of digital creators, they are a significant and growing force, bringing new ideas, perspectives, and technological expertise.

Gen Z creators are often driven by a desire for self-expression, creativity, and social connection rather than just financial gain.

This passion and authenticity have helped many Gen Z creators build dedicated and loyal followings, even without massive audiences or corporate backing.

30. Gen Z is more likely than the general public to buy things advertised by celebrities or influencers.

(Source: Kadence)

Influencers significantly impact purchasing decisions for Generation Z, with nearly 44% of Gen Z consumers making purchases based on influencer recommendations, compared to just 26% of the general population.

Platforms like YouTube and Instagram are where influencers thrive, and most Gen Zers follow at least one influencer. This makes influencer marketing a key strategy for brands targeting this demographic.

Partnering with influencers who resonate with Gen Z can boost your product’s appeal and drive sales. However, for the best results, it’s essential to choose influencers who align with your brand values and genuinely connect with their followers.

31. 35% of Gen Zers use social media for over 2 hours daily.

(Source: McKinsey)

32. According to Statista, Snapchat will have 49.5 million Generation Z users in 2024., as it strives to cater to your unique media consumption habits.

(Source: Statista)

With nearly half of all Snapchat users expected to be Gen Z by that time, it’s clear that the platform has struck a chord with this demographic.

It provides a unique and engaging social media experience that resonates with their preferences and values.

As Snapchat continues to evolve and innovate, it’s likely to maintain its position as a leading social media platform for Gen Z.

By staying attuned to this demographic’s needs and preferences, it can continue to provide a valuable and engaging social media experience for millions of users worldwide.

33. Instagram is the most used social media platform among Gen Zers in the U.K., with 71% using it.

(Source: Statista)

Instagram’s focus on visual storytelling, filters, and influencer culture has made it a go-to destination for Gen Z users looking to share their lives, connect with friends, and follow their favorite creators.

The high usage rate of Instagram among Gen Zers in the U.K. also reflects the platform’s ability to evolve and adapt to changing user preferences and trends.

From the introduction of Instagram Stories and Reels to the increasing emphasis on e-commerce and social shopping, Instagram has consistently innovated to stay relevant and engaging for younger audiences.

34. 70% of U.K Gen Zers use TikTok and YouTube daily.

(Source: Statista)

TikTok and YouTube have become integral components of daily routines for many Gen Z users in the U.K., providing a source of entertainment, education, and social connection.

These social platforms allow users to engage with creators, participate in challenges and trends, and connect with like-minded individuals.

35. BeReal is the least used social media platform among Gen Zers in the U.K.

(Source: Statista)

BeReal, a French social media app launched in 2020, has gained attention for its unique photo-sharing approach.

Unlike other platforms, BeReal prompts users to take and share a photo of their current surroundings within a randomly selected two-minute window each day, with no filters or editing tools available.

Despite BeReal’s growing popularity, the app remains less widely used than other social media platforms among Gen Zers in the U.K.

One possible reason for this is the app’s relative newness and limited features, which may make it less appealing to users who value a more robust and diverse set of social media functions.

Additionally, BeReal’s focus on spontaneous, in-the-moment sharing may not appeal to all users, particularly those who prefer to curate their online presence carefully or have concerns about privacy and safety.

FAQs on Gen Z Social Media Usage

How Many Gen Z Use TikTok?

TikTok is one of Gen Z’s favorite platforms, with a whopping 60% of TikTok’s entire user base being from this generation. In fact, almost 86% of Gen Z actively use TikTok, spending hours each day scrolling through videos, creating content, and staying up to date with the latest trends.

How Many Gen Z Use Instagram?

Instagram is a major part of Gen Z’s social media routine, with around 91% of them using the app regularly, whether for sharing photos, browsing Reels, or keeping up with their favorite influencers.

How Many Gen Z Use YouTube?

YouTube is almost a must-have for Gen Z, with over 85% of them also using the platform frequently. It’s not just about entertainment; Gen Z turns to YouTube for educational content, DIY tutorials, music, and much more. It’s their go-to source for lengthy visual content not available on TikTok.

How Many Gen Z Use Facebook?

Facebook might not be as popular with Gen Z as other social media platforms, but it still has a presence. About 33% of Gen Z use Facebook, often to stay in touch with family or participate in groups that match their interests. However, Facebook doesn’t hold the same appeal for them as TikTok or Instagram.

How Many Gen Z Use Snapchat?

Snapchat remains a big hit with Gen Z. Approximately 59% of Gen Z are active Snapchat users, using the app to send snaps, maintain streaks with friends, and share everyday moments.

How Many Gen Z Use Dating Apps?

Dating apps are fairly popular among Gen Z, especially as they navigate their dating lives. Around 34% of Gen Z report using at least one dating app, with platforms like Tinder and Bumble being the most preferred. The trend is more pronounced among older Gen Z members in their late teens or early twenties.

How Many Gen Z Use Spotify?

While many might argue that Spotify isn’t a social media app, I disagree because Spotify falls under the category of social media apps but has a core focus on music sharing.

Music is central to Gen Z’s lifestyle, and Spotify is their top choice for streaming.

Nearly 70% of Gen Z use Spotify, whether they’re curating playlists, listening to podcasts, or discovering new music. The app’s personalized features, like Discover Weekly, make it a favorite among Gen Z listeners.

What Are the Key Social Media Trends Among Gen Z in 2025?

In 2025, expect to see a rise in short-form video content, the use of AR filters, and authentic, unfiltered posts.

Why Is Social Media So Important to Gen Z?

Social media serves multiple purposes for Gen Z. It’s a way to stay connected with friends and family and a source for news, trends, shopping, and self-expression. It’s a central part of their social and personal identity, making platforms like TikTok and Instagram incredibly influential.

How Do Brands Engage Gen Z on Social Media?

Brands looking to connect with Gen Z need to prioritize authenticity and relatability. Influencer marketing and user-generated content are highly effective. Transparency, social responsibility, and interactive content like polls and quizzes also help brands win over this demographic.

How Many Gen Zs Use Social Media?

Nearly all of Gen Z are active social media users. According to recent our recent statistics, around 98% of Gen Z have at least one social media account. Platforms like Instagram, TikTok, and Snapchat are among the most widely used, making social media an essential part of daily life for this generation.

Conclusion on Statistics About Gen-Z and Social Media

Gen Z’s social media habits are a glimpse into the future of digital communication.

They’re the first generation to have grown up with social platforms at their fingertips, using them not just to stay connected but to express who they are and learn about the world around them.

From the visually driven worlds of TikTok and Instagram to more raw and authentic spaces like BeReal, the stats make one thing clear: Gen Z is rewriting the rules of social engagement. They crave content that’s fast, visually engaging, and, most importantly, real.

As this generation continues to shape the landscape of social media, understanding their preferences isn’t just interesting—it’s crucial. It shows us the potential of these platforms to engage, inspire, and drive change among young people worldwide.

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