Time spent on social media by US users is set to plateau in 2025. But there are substantial differences in how different age groups spend time on social platforms.
Time spent on social media among US adults who use social platforms will peak at an average of 1 hour and 50 minutes (1:50) next year. TikTok is still tops among most generations, but its growth is slowing—even among Gen Z. While it’s still incredibly popular, the app’s heyday could be coming to an end as it matures and deals with user gripes like its increased ad load and frustrations with TikTok Shop.
Key Question: How are different age cohorts spending time on social media?
Key Stat: Gen Z adults who use social media will spend nearly 41% of their social time on TikTok this year, more than any other generation.
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Table of Contents
Executive Summary
Even among Gen Z, growth in time spent on social is slowing
TikTok can’t count on Gen Z for big gains in time spent anymore
Instagram is getting a small boost from adult Gen Z users
Facebook will get a small lift in 2024 before declines set in
Young people are spending less and less time with Snapchat
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