20% of Gen Z Spends More Than 5 Hours Every Day on TikTok
By Shanni Bronner (getWizer)/ greenbook article
As the first true digital natives, having been exposed to smartphones since early youth, social media plays a central role in the day-to-day lives of Gen Z.
Even though they range from only age 7 to 15, Gen Z already accounts for 32% of the world’s population and wields an estimated spending power of $142bn. As their influence and economic power grow, brands are not surprisingly desperate to better understand how they can appeal to Gen Z.
As the first true digital natives, having been exposed to smartphones since early youth, social media plays a central role in the day-to-day lives of Gen Z. So, Joy Ventures joined forces with getWizer to use its automated research platform to get to grips with Gen Z and its use of social media.
YouTube and Instagram rank the highest when Gen Zers are asked what social media platforms they are currently using, followed by Snapchat and then TikTok.
Waking up with snapchat, going to sleep with tiktok
But be warned before you jump to conclusions about Gen Z’s usage of social media. It is not a straightforward relationship and varies depending on their age, gender, time of day, and mood.
So while YouTube leads the way as the platform most are active on, it is not their favorite one. This title is reserved for Instagram, which wins as the platform they use the most, followed in second place by TikTok.
When gender is taken into account, however, TikTok shoots to number one for girls, while YouTube and Instagram tie in first place for boys.
Age also plays a major role, with TikTok ranking as the leading platform for those aged 15-17. Instagram is favoured most by those aged between 18-20, while Facebook leads the way for the 21-24 age group.
Interestingly, Snapchat is the one most Gen Zers wake up to in the morning, while TikTok is the app they go to sleep with. Morning usage, however, sees little variation between the age groups, but those aged 17-20 are most likely to use social media immediately before they fall asleep.
Highlighting the addictive nature of social media, 20% of respondents say they spend five hours or more on TikTok while 18% spend a similar amount of time on YouTube. Gen Z finds these most addictive platforms in terms of the time spent using them every day.
Only 21% set clearly defined time limits for their social media usage, whereas 34% use the platforms with no regard for how long they spend using them. Interestingly, 26% of boys set a time limit, whereas only 17% of girls do likewise.
Gen Z’s interaction with social media platforms also satisfies various needs. Instagram, for example, is the number one destination for Gen Zers when it comes to connecting and interacting with one another. YouTube, on the other hand, is the go-to platform when they are seeking information or just want to pass time – if they are bored, sad, or alone.
A highly diverse generation
When it comes to these differences, we on Entrée agree that the complexity of the generation might be described as:
“More racially and ethnically diverse than any previous generation, and they are on track to be the most well-educated generation yet.”
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