Gen Z Social Media Usage Statistics : The 2025 Report

Explore the latest 2025 data on Gen Z. Discover key stats on platform use, video trends, social commerce, and their views on AI

50+ Essential
Gen Z Social Media Usage Stats
& More for 2025

What if the world’s next economic superpower isn’t a country, but a generation scrolling on their phones? Meet Gen Z, a cohort of 67.8 million digitally native Americans whose influence is already reshaping the global economy [7]. Their financial gravity is staggering, with a projected spending power set to reach an astonishing $12 trillion by 2030 [43].

To understand this group, you must understand their digital behavior, where the path to purchase no longer starts with a search engine. Instead, it begins inside the video algorithms that now serve as powerful discovery tools.

Yet, their relationship with technology is complex. The data reveals a fascinating paradox: 81% of Gen Z are deeply concerned about data privacy, yet 88% willingly share their personal information [54] [54].

These behaviors are not just trends; they are a blueprint for the future of digital commerce and communication. It is a future that Gen Z is actively building, one post, share, and purchase at a time.

Gen Z’s Digital Footprint: A High-Level Statistical Overview

How deeply is social media woven into the fabric of Gen Z’s life? The data provides a stunning overview, revealing a generation that doesn’t just use digital platforms but inhabits them.

These statistics are more than just numbers. They are powerful signals that show where culture, commerce, and communication are heading next, driven by a group that is more engaged and technologically complex than any before it.

Unprecedented Engagement and Growth

Gen Z’s relationship with social media is one of near-constant immersion. A staggering 94% of this generation engages with at least one social media platform every single day [54], making it a fundamental part of their daily routine. Their growth rate is also dramatically outpacing other demographics. Consider these key metrics:

  • Accelerated Adoption: According to a May 2024 EMARKETER forecast, Gen Z’s social media usage surged by 7.7% in the past year [17].
  • Generational Gap: This growth is a remarkable 4.3 times higher than the 1.8% rate observed across the general U.S. population [17].
  • Time Invested: More than half of Gen Z (53%) spend at least four hours daily on social media, a figure that dwarfs the 19% of average U.S. adults who report similar usage [54].

Platform and Content Preferences at a Glance

Within this hyper-engaged landscape, a clear hierarchy has formed. TikTok stands as the undisputed daily destination, capturing the attention of 83% of Gen Z social media users every day [54].

The generation’s content diet is overwhelmingly video-centric. A full 81% favor short-form video over static content like images or text [54]. This preference has profound implications for brands, as 98% of Gen Z state they prefer to consume marketing messages in a video format [54].

The Social Commerce Revolution

For Gen Z, the boundary between social networking and shopping has all but disappeared. Social platforms are now essential channels for both product discovery and direct purchasing. The proof is in their behavior. 

A massive 77% of Gen Z made a purchase influenced by social media in the last six months [54]. This journey often starts on TikTok (77%) [54] and Instagram (75%) [54], their go-to platforms for discovering new products. 

This shift is so fundamental that 46% of the generation now uses social media instead of traditional search engines like Google for information gathering [54].

The Privacy Paradox and AI Integration

Gen Z’s digital life is defined by a fascinating tension between their awareness of data privacy and their actions. While 81% express concern over how their data is used [54], an even greater 88% willingly share personal information [54]. This makes them 20% more likely to share data than older generations [54].

A similar duality exists in their relationship with artificial intelligence. They are highly fluent with the technology, as 65% report being very familiar with AI [54] and 46% use it daily [54]. 

However, this adoption is balanced with healthy skepticism. A majority (63%) view AI-generated content as potentially inauthentic [2], and 55% disapprove of brands using AI-generated models in their advertising [2].

The Platform Hierarchy: A Deep Dive into Where Gen Z Spends Their Time

Not all social platforms are created equal in the eyes of Gen Z. So, where does this generation, with its immense digital influence, actually choose to spend its time?

A clear hierarchy has emerged, with attention strategically allocated across a portfolio of apps, each serving a distinct purpose. This isn’t random scrolling; it’s a calculated investment of time and engagement.

The Reigning Platforms: TikTok, YouTube, and Instagram

Three platforms form the unshakable foundation of Gen Z’s digital life: TikTok, YouTube, and Instagram. They are not competitors but a complementary trio, satisfying different needs from entertainment and education to commerce and connection. The data below reveals just how deeply embedded these platforms are in their daily routines.

PlatformKey StatisticDaily Engagement
TikTok83% daily active users [54]89 minutes per day [54]
YouTube88% reach among Gen Z [54]76 minutes per day [54]
Instagram52.4 million Gen Z users [17]45 minutes per day [54]

TikTok: The Epicenter of Culture and Commerce

For Gen Z, TikTok is the non-negotiable cornerstone of their digital day. An astonishing 83% of users log on daily, spending an average of 89 minutes on the platform [54].

But to see it as just an entertainment app is to miss the bigger picture. It has evolved into a powerful super-app, serving as the primary engine for product discovery for 77% of Gen Z [54] and a go-to news source for 63% [54].

YouTube: The Hub for Long-Form Content and Education

While TikTok captures the fast-paced moments, YouTube commands attention with its depth and authority. Its reach is immense, touching 88% of Gen Z users [54], with 78% engaging daily for an average of 76 minutes [54].

The platform is the undisputed home for long-form and educational content, a status built on a foundation of trust. A remarkable 62% of Gen Z report feeling a genuine ‘connection’ to YouTube creators [54], highlighting the deep influence it holds.

Instagram: The Social and Customer Care Nexus

Instagram continues to be a vital social and visual hub, reaching 65% of Gen Z in the U.S. [54]. The platform hit a major milestone in 2025, as Gen Z officially surpassed Millennials to become its largest user group with 52.4 million users [17].

These users spend an average of 45 minutes on the app each day [54] and have transformed its function. It is now the top destination for brand interactions, with 72% of the generation using it for customer care [54], making it a critical bridge between social life and commerce.

The Rise of Community and Conversation: Reddit and Emerging Platforms

Beyond the giants, a powerful trend is emerging. Gen Z is flocking to platforms that champion authentic discussion and niche communities, signaling a craving for spaces free from performative content.

Reddit’s Ascendancy

Reddit’s growth among Gen Z isn’t just steady; it’s explosive. The platform saw a massive 21.0% jump in logged-in Gen Z users in 2024, reaching a total of 18 million [17]. 

This surge is fueled by a demand for unfiltered conversation, evidenced by a 17% year-over-year increase in the platform’s upvote-to-comment ratio [54]. Projections show its penetration is set to climb from 26.1% in 2024 to an incredible 40.1% by 2028 [17].

The Meteoric Rise of Threads

As the fastest-growing social platform [31], Threads has rapidly become a major player. In 2025, it captured 27% of Gen Z users weekly, which translates to 42 million active users in the U.S. [54]. 

What’s the secret to its success? It’s built for conversation. Threads boasts a 34% reply and comment rate [54], significantly outperforming the 26% rate on its rival, X (formerly Twitter) [54].

Shifting Tides: The Evolution of Legacy and Trend-Based Platforms

In the fast-moving digital world of Gen Z, not every platform can maintain its momentum. The landscape is constantly changing, with some legacy apps finding new purpose while fleeting trends burn out.

Facebook’s Evolving Role

Gen Z’s relationship with Facebook is a fascinating paradox. They are the only generation actively increasing their user base on the platform, with an 8.6% growth in 2024 bringing them to 33.9 million users [17]. However, more users don’t mean more time spent, as overall engagement is declining [17]. 

The platform has become a utility for specific tasks like Groups and Marketplace rather than a primary social feed. In a surprising twist, Comscore data from April 2023 revealed that the most engaged Gen Z users spent an average of 7 hours per person on Facebook [11], more than on Reddit or Snapchat at the time.

The BeReal Phenomenon: A Case Study in Trend Fatigue

BeReal offers a sharp lesson in the lifecycle of a viral trend. After a stunning +103% growth surge from 2022 to 2023 [11], the app’s novelty quickly faded.

By 2025, daily usage had plummeted by 40%, with a dismal 19% re-engagement rate [54]. This rapid rise and fall perfectly illustrates Gen Z’s willingness to embrace new ideas but pivot away just as quickly once the cultural momentum is gone.

Generational Over-Indexing: How Gen Z’s Usage Differs

Gen Z’s digital habits are fundamentally different from those of the general population. Data from Comscore highlights a clear preference for niche, interactive, and community-focused platforms.

Platforms Where Gen Z Over-IndexesPlatforms Where Gen Z Under-Indexes
BeReal [11]LinkedIn [11]
Twitch [11]Facebook [11]
Snapchat [11]
Reddit [11]

This unique behavior is underscored by a critical insight: the 18-24 cohort is the only age group where more than two apps reach over 50% of the mobile population [11], cementing their status as a truly distinct, mobile-first generation.

Content Consumption Patterns: The Primacy of Video, Authenticity, and Interaction

Knowing where Gen Z gathers online is just the first step. The real key to connection lies in understanding the content they consume, the values they hold, and the interactions they demand. This generation’s consumption habits are not passive viewing. 

They are a clear set of directives for creators and brands, revealing a powerful preference for motion, a deep need for unpolished reality, and a desire for content that invites them to participate.

The Unrivaled Dominance of Video

For Gen Z, video is not just another content format; it is the primary language of the digital world. An overwhelming 81% of this generation prefers short-form video over static content like images or text [54].

This preference becomes a near-universal demand for brand communications, where 98% state they prefer to consume marketing in video format [54]. The performance data from 2025 starkly confirms this reality.

  • Static image posts receive 50% fewer likes and 38% fewer shares from Gen Z audiences [54].
  • Loopable, sound-on videos perform 42% better, mirroring the native formats of their favorite platforms [54].
  • This intense appetite for video is a daily habit, with 71% of Gen Z watching more than three hours of online videos every single day [16].

Preferred Content Genres and Formats

Within the video-first landscape, what truly captures Gen Z’s attention? Short-form comedy and memes lead the pack, with 67% of the generation engaging with this content regularly [2].

But it isn’t all just for laughs. There is a massive and growing appetite for knowledge, as 44% of Gen Z actively consume educational or ‘how-to’ content [2]. This category saw an impressive 18% year-over-year growth in engagement, signaling a major trend [54]. This generation also expects an active role. 

Interactive media like polls and livestreams are a key format for 43% of Gen Z [2]. In fact, their desire for deeper connection is so strong that over half are willing to pay for enhanced or immersive content experiences [2].

Brand Content: The Rules of Engagement

When brands enter the conversation, Gen Z has a clear and demanding set of expectations. They reward brands that show cultural fluency and raw authenticity, while swiftly dismissing those that feel corporate, polished, or out of touch.

Authenticity Over Polish

The demand for authenticity is not merely a preference; it is a measurable performance driver. User-generated content (UGC) is now twice as effective as brand-produced studio footage when targeting this audience [54].

Behavioral data confirms this, showing that 85% of Gen Z engage more with authentic, lo-fi videos than with highly polished corporate productions [54]. The impact is most visible in advertising, where user-generated ads (UGAs) receive a stunning 4.2 times more engagement than traditional branded content [54].

Humor, Memes, and “Chronically Online” Culture

Humor is a powerful currency for earning Gen Z’s attention and trust. More than 40% of this generation appreciate brands that effectively use humor and satire in their communications [15]. This appreciation translates directly to performance. 

Brands that correctly adopt meme formats see a 23% lift in their organic reach [54]. Success here requires a deep understanding of “chronically online” humor, a style that proves a brand is a native participant in the culture, not just an outside observer.

The Perils of Trend-Jacking

Jumping on a viral trend offers high rewards, but it also carries exceptionally high risks. While 54% of Gen Z find it acceptable for brands to participate in trends, a nearly equal 46% find it embarrassing or ineffective [53].

What makes the difference? Speed. For this skeptical group, a brand’s participation is only considered effective if it happens within the first one to two days of a trend’s lifecycle [53]. This razor-thin window means that brands attempting to “trend-jack” are far more likely to appear out of touch than to be ignored.

The Social Marketplace: How Gen Z Discovers, Researches, and Shops

For Gen Z, the shopping mall of the 21st century isn’t made of brick and mortar; it’s built from pixels and algorithms. 

The path from discovery to purchase now happens entirely within the social media feed, which has become a fully integrated marketplace. This generation’s shopping habits are not just influenced by social media; they are native to it. 

The data reveals a fundamental reshaping of the consumer journey, with social platforms acting as the primary engine for the entire commercial experience.

Social Media as the New Search Engine

Where do you go to find a new product? For Gen Z, the answer is increasingly not Google. The first step in their buying journey has been rerouted to social platforms, which now serve as their primary tool for information and discovery.

An incredible 85% of this generation learns about new products and services directly through social media [45]. This behavior goes far beyond passive scrolling, with a stunning 46% actively using social platforms instead of traditional search engines for information gathering [54]. 

When it’s time to vet a brand, the verdict is even more decisive, as over 70% prefer to conduct their research right inside the app [54].

The Power of Influencers and Social Proof

In this digital marketplace, trust is the most valuable currency, and it is overwhelmingly held by creators. Influencers have become the essential link between a product and a potential buyer, wielding an authority that traditional advertising simply cannot replicate. 

Their power is rooted in authenticity and relatability. These qualities transform their recommendations into powerful social proof that directly fuels purchasing decisions.

Growing Trust and Direct Influence

The trust Gen Z places in influencers is not only strong, it’s accelerating. A recent study found that 40% of Gen Z consumers trust influencers more today than they did just one year ago [51].

This trust translates directly into sales. A remarkable 29% of Gen Z recently purchased a product based on an influencer’s recommendation [10]. This figure reveals a massive generational divide, as it is 53% higher than the 19% of Millennials who did the same, proving how uniquely effective influencer marketing is with this cohort [10].

The Rise of Micro-Influencers

So, who does Gen Z trust? The data shows a clear preference for relatability over celebrity, fueling the rise of micro-influencers (creators with under 100,000 followers).

An overwhelming 74% of Gen Z follow at least one micro-influencer, seeking out their niche expertise and authentic connection [54]. In stark contrast, they show deep skepticism toward celebrity endorsements, which only 18% of the generation trusts [54].

From Scrolling to Spending: Social Commerce in Action

For Gen Z, the journey from casual scrolling to active spending is shorter and more frequent than for any other generation. Their social media feeds have become a hotbed of spontaneous commercial activity.

More than half of Gen Z consumers make spontaneous purchases on a monthly or even weekly basis, sparked by something they saw on social media [53]. This trend is only set to grow. A Q4 2024 Sprout Pulse Survey found that 48% of the generation plans to make even more purchases through social media in 2025 [52].

Platform-Specific Shopping Ecosystems

While social commerce is a generation-wide phenomenon, not all platforms are created equal. A few clear leaders have emerged to dominate this new retail environment. The discovery phase is a two-horse race led by video-first apps:

  • TikTok: 77% of Gen Z use the platform to find new products [54].
  • Instagram: 74% of Gen Z use it for product discovery [54].

When it comes time to make the final transaction, the Q4 2024 Sprout Pulse Survey identifies a specific trio of in-app marketplaces as the preferred destinations: TikTok Shop, Instagram Shops, and Facebook Shops [52].

The Digital Experience: Navigating Privacy, AI, and Mental Well-being

For a generation immersed in the digital world, life online is a complex negotiation. Gen Z’s experience extends far beyond simple content consumption; it involves a constant balancing act between the rewards of connectivity and its inherent risks.

Their behavior reveals a sophisticated, and often contradictory, approach to data privacy, artificial intelligence, and their own mental well-being.

The Gen Z Privacy Paradox

Gen Z’s relationship with data privacy is a study in contradictions. While they express high levels of concern, their actions often suggest a different priority. A 2025 study from SQ Magazine reveals this striking paradox [54]:

  • An overwhelming 81% of Gen Z is concerned about how their data is used.
  • Yet, 88% willingly share personal information with social media companies.

This gap is fueled by a profound lack of trust. A mere 14% of Gen Z fully trust social platforms to handle their information responsibly [54].

Compounding the issue, half of the generation admits they do not fully understand how their data is even used. Within this climate of skepticism, TikTok faces the most scrutiny, with 38% of its Gen Z users expressing active concern over its data policies [54].

Artificial Intelligence: Cautious Adoption

When it comes to artificial intelligence, Gen Z walks a tightrope between rapid adoption and deep-seated skepticism. They are undeniably comfortable with the technology in their daily lives. Data shows 65% are very familiar with AI, and 46% use it daily for tasks in shopping and banking [54].

However, this practical application is met with a strong dose of caution. Over 70% of the generation worries about their ability to trust what they see online due to AI [2]. This distrust is especially pronounced in advertising. 

A significant 55% disapprove of brands using AI-generated models, with women being particularly likely to hold this view due to concerns about inauthenticity and deception [2].

Digital Well-being and the Rise of the “Social Media Detox”

The high levels of engagement with social media have clear mental health consequences, and Gen Z is acutely aware of them. A staggering two-thirds (66%) report that social media directly impacts their mental health [54].

Platforms like Instagram and TikTok are most frequently cited as contributing to a negative self-image [54]. In response, this generation is taking control. A Q1 2024 Sprout Pulse Survey revealed that 63% of Gen Z planned to take a social media break in 2024, the highest of any generation [52].

This is more than just an intention; it is a common practice. As of 2025, 55% of the generation has already taken at least one “social media detox” in the past year, signaling a deliberate move toward digital mindfulness [54].

Frequently Asked Questions

How much time does Gen Z spend on social media daily? 

A striking 53% of Gen Z spend at least four hours on social media every day [1]. This is a massive leap compared to the general U.S. adult population, where only 19% report the same level of usage [1].

What is the most popular social media platform for Gen Z in 2025? 

Based on daily engagement, TikTok is the undisputed leader. An incredible 83% of Gen Z social media users log on to TikTok daily, making it their primary digital destination for entertainment, discovery, and news [54].

How does Gen Z’s social media usage growth compare to other generations? 

Gen Z’s adoption of social media is accelerating at a blistering pace. Their usage grew by 7.7% in the past year, a rate that is 4.3 times higher than the 1.8% growth seen across the general U.S. population [17].

What percentage of Gen Z has purchased because of social media? 

Social media is a powerful driver of commerce for this generation. A massive 77% of Gen Z made a purchase influenced by social media within the last six months [54], cementing platforms like TikTok and Instagram as primary channels for shopping.

How does Gen Z feel about brands using AI-generated models in ads? 

Gen Z is highly skeptical of AI in advertising. A majority, 55%, disapprove of brands using AI-generated models, citing concerns that the practice feels inauthentic and potentially misleading [2].

What is a “social media detox,” and how many in Gen Z are doing it? 

A “social media detox” is an intentional break from social platforms to manage mental well-being. This is a common practice for Gen Z, as 55% have taken at least one such detox within the past year [54].

Conclusion

The 2025 data reveals a definitive truth: Gen Z is not just participating in the digital world; they are rewriting its rules. Their behaviors are a clear preview of the future, defined by a few core principles. This generation’s digital life is a seamless blend of entertainment and commerce. 

An average of 89 minutes is spent on TikTok daily [54], directly fueling a new kind of marketplace where 77% of purchases are influenced by social media [54].

Trust has been completely redistributed from institutions to individuals. This is proven by the 74% of Gen Z who follow at least one relatable micro-influencer [54], seeking authenticity over celebrity. 

Yet, this intense digital immersion is intentionally managed, with 63% planning a “social media detox” to protect their well-being [52]. This cohort masterfully navigates a world of digital contradictions, demanding data privacy while sharing information at high rates. These behaviors are not fleeting trends; they are foundational shifts dictating the new rules of engagement.

For platforms and brands, the message is unequivocal. To stay relevant, they must prioritize authentic community, transparent values, and genuine connection. In the digital future Gen Z is actively building, anything less is a plan for obsolescence.

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