Social Time Spent by Generation 2024

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

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

  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

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Minda Smiley


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

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