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.