Social Time Spent by Generation 2024

Gen Z Still Spends More Time on TikTok Than Any Other Age Group

Report by Minda Smiley  | Mar 29, 2024
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Executive Summary
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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
Sources
Media Gallery
About This Report
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.
Topics
Time Spent with Media
Social Media Usage
Generation Z
United States
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
Sources
Media Gallery

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?

Most Social Users in US Are Spending More Time on TikTok Than Other Popular Platforms
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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

  1. Executive Summary
  2. Even among Gen Z, growth in time spent on social is slowing
  3. TikTok can’t count on Gen Z for big gains in time spent anymore
  1. Instagram is getting a small boost from adult Gen Z users
  2. Facebook will get a small lift in 2024 before declines set in
  3. Young people are spending less and less time with Snapchat
  1. Sources
  2. Media Gallery

Charts in This Report

Most Social Users in US Are Spending More Time on TikTok Than Other Popular PlatformsTime Spent on TikTok Among Gen Z Adults Is Catching Up With Their TV Time
Time Spent on TikTok Among Gen Z Adults Is Hitting a PeakGap Between Time Spent on Instagram and TikTok Among Gen Z Adults Shows Signs of Narrowing
Among Gen Z Adults, Time Spent on Snapchat Is Falling While User Growth Slows

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authors

Minda Smiley

Contributors

Jasmine Enberg
Principal Analyst
Oscar Orozco
Director, Forecasting
Paul Verna
Principal Analyst