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EMARKETER

US Gen Z Social Media Activities 2023

What Are Their Preferred Platforms for Video, Search, Shopping, Creators, and More?

Report by Debra Aho Williamson  |  Sep 25, 2023
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Table of Contents
Executive Summary
Gen Z’s attention is divided among platforms and activities.
For many social activities, top-platform status is still up for grabs.
What are Gen Z’s favorite platforms for video and Stories?
Which platforms are fighting for go-to status in search, following creators, and shopping?
There are key differences between teens and adult Gen Zers.
Sources
Media Gallery
About This Report
Which platforms are Gen Z’s top choice for key social media activities? Our proprietary survey sheds light on how they spend their social media time.
Topics
Social Media Usage
Generation Z
Teens
United States
Table of Contents
Executive Summary
Gen Z’s attention is divided among platforms and activities.
For many social activities, top-platform status is still up for grabs.
What are Gen Z’s favorite platforms for video and Stories?
Which platforms are fighting for go-to status in search, following creators, and shopping?
There are key differences between teens and adult Gen Zers.
Sources
Media Gallery

Gen Zers have favorite platforms for video and Stories, but they haven’t made up their mind when it comes to search, shopping, and viewing creator content. Our inaugural survey of teens and adults ages 15 to 26 reveals the platforms that are garnering Gen Z’s loyalty and those that need to step up their game.

Key Question: Which platforms do teen and adult Gen Zers turn to first for key social media activities?

Social Media Activities of US Gen Z Social Media Users, July 2023 (% of respondents)
E-Mail ChartDownload

KEY STAT: The top three Gen Z social activities are watching videos, viewing Stories, and liking/commenting on content.

authors

Debra Aho Williamson

Contributors

Jasmine Enberg
Principal Analyst
Paola Flores-Marquez
Researcher, Latin America & Spain
Na Li
Director, Primary Research
Jennifer Merritt
Vice President, Content
Jennifer Pearson
VP, Research
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