Gen Z spend over twice as much time on TikTok, Instagram, and Snapchat compared to the general population

As the digital landscape continues to evolve, one generation stands out for its deep engagement with social media platforms—Gen Z. Born between the late 1990s and early 2010s, Gen Z adults, ages 18 to 24, have embraced platforms like TikTok, Instagram, and Snapchat in ways that far surpass the general population. This cohort not only spends more time on these apps but also drives new trends in how these platforms are used, shaping the future of digital interaction. According to data from eMarketer, Gen Z’s unique preferences and behaviors are reshaping the social media environment, making them a pivotal force in the ongoing battle for user attention.

TikTok has become the social media powerhouse for Gen Z, dominating their daily digital consumption. With Gen Z adults spending an average of 57 minutes per day on TikTok, they are far outpacing the general population, who spend a comparatively modest 18 minutes daily on the app. This intense engagement with TikTok highlights its ability to captivate Gen Z through its short-form video content, creative tools, and a dynamic algorithm that quickly adapts to individual preferences. For a generation known for valuing authentic, snackable content, TikTok has found a winning formula that keeps users returning to the platform multiple times a day.

Beyond its entertainment value, TikTok has become a cultural hub for Gen Z, where viral trends are born, and social movements gain momentum. The platform’s focus on community-driven content resonates strongly with younger users, who prioritize connectivity and shared experiences. While TikTok’s dominance is clear in 2024, projections show that its growth may plateau in the coming years, with user numbers expected to rise slightly from 49.2 million in 2024 to 51.6 million by 2028. However, TikTok’s influence remains unparalleled when it comes to shaping the interests and conversations of Gen Z adults.

While TikTok may lead in daily time spent, Instagram is expected to see a notable resurgence in Gen Z users over the coming years. By 2028, eMarketer projects that Instagram will have more Gen Z users than TikTok, with the platform’s user base jumping from 50.1 million in 2024 to 59.3 million in 2028. This growth is partly driven by Instagram’s increasing focus on features that appeal specifically to Gen Z, such as Instagram Reels, which directly competes with TikTok’s short-form video content, and its robust direct messaging functionality.

For Gen Z, Instagram is more than just a platform for curated photos; it has evolved into a social hub where users can engage in real-time conversations, share updates, and stay connected with their peers. One key reason Instagram is seeing increased usage among Gen Z is its user-friendly messaging system, which simplifies communication across devices and operating systems. Unlike TikTok’s messaging function, which is often seen as less intuitive, Instagram allows seamless interaction between iPhone and Android users, bypassing many of the challenges that have traditionally limited cross-platform communication. This ease of use, combined with Instagram’s evolving content offerings, positions the app as a central hub for social interaction among Gen Z in the years to come.

While TikTok and Instagram have their own appeal, Snapchat continues to be a favorite among Gen Z adults, who make up over half of the platform’s total users. In fact, 52.3% of Snapchat’s user base consists of Gen Z, underscoring the platform’s popularity with this demographic. For many young adults, Snapchat’s unique features, such as ephemeral messaging and augmented reality filters, make it a go-to app for spontaneous and private communication.

Interestingly, Snapchat’s reach is stronger among Gen Z adults than teens, with 81.3% of adults between the ages of 18 and 24 using the platform compared to 65.4% of Gen Z teens. This shift highlights Snapchat’s ability to evolve with its users, offering features that continue to resonate as they transition from their teenage years into adulthood. Snapchat’s focus on fostering personal connections through private messaging, streaks, and location sharing keeps it relevant for Gen Z, despite increased competition from other social platforms.