Over 90% of Gen Z is active on social media, with platforms like Instagram (89%), YouTube (84%), and TikTok (82%) leading the way.
Born between 1997 and 2012, this generation spends an average of 3 to 4 hours per day on social apps, not just to scroll, but to connect, create, shop, and stay informed.
However, there is also a rise in social media addiction, and over 40% of Gen Z report feeling anxious or sad after using social media, and a growing number are taking steps to limit their screen time.
This article covers the latest facts and figures on the usage of social media by Gen Z, the amount of time users spend on social media, its growing attention, and its effect on mental health among this generation.
Gen Z Social Media Usage Statistics: Key Highlights
- 90% of Gen Z adults are active on social media.
- In the U.S., over 35% of Gen Z spend more than four hours daily on social platforms.
- As of 2025, the top three platforms Gen Z uses the most are Instagram (89%), YouTube (84%), and TikTok (82%).
- TikTok takes up the most screen time, with Gen Z users spending an average of 2.5 hours per day, followed by YouTube at nearly 2 hours.
- Most Gen Z users, about 72%, use social media mainly to watch videos.
How Many Gen Zers Use Social Media?
Approximately 90% of Gen Z adults between the ages of 18 and 24 actively use social media.
A significant portion of their screen time, ranging from 60% to 80%, is spent on popular platforms such as YouTube, Instagram, and TikTok.
Source: Civic Science
What Social Media Does Gen Z Use The Most?
Instagram is the most preferred platform by Gen Z, with 89% of them actively using the app.
YouTube comes next in terms of popularity among Gen Z, with 84%, followed closely by TikTok at 82%. Gen Zs are more likely to use these platforms for both entertainment and connecting with their friends and family.
When it comes to discovering new products, 77% of Gen Z users say TikTok is their go-to platform, followed closely by Instagram at 75%.
Interestingly, TikTok also leads as their preferred source for news (63%), while Instagram is the top choice for customer support or brand interactions (72%).
Source: Social Sprout
Instagram (65%), YouTube (63%), and TikTok (58%) are the top platforms for Gen Z in the United States, with the majority of users spending time on them.
Although Facebook is losing popularity, it still has 56% of Gen Z users, but it’s clearly falling behind younger platforms like Instagram, YouTube, and TikTok.
Snapchat is still relevant, with 47% of Gen Z using it, but it’s overshadowed by the big three. X (formerly Twitter) is much less popular, with only 28% of Gen Z using it, indicating it’s not as favored as other platforms.
Pinterest (27%), Reddit (18%), and Twitch (15%) are used less by Gen Z, appealing to more niche interests rather than the broader trends seen on other platforms.
LinkedIn has the smallest share, with just 11% of Gen Z using it, reflecting its professional focus, which doesn’t attract as many younger users who are more into entertainment and social connections.
Here is a table displaying the top social media platforms used by Gen Z in the United States:
| Social Media | Share of Gen Z Users in the United States |
|---|---|
| 65% | |
| YouTube | 63% |
| TikTok | 58% |
| 56% | |
| Snapchat | 47% |
| X (Twitter) | 28% |
| 27% | |
| 18% | |
| Twitch | 15% |
| 11% | |
| BeReal. | 8% |
| Tumblr | 6% |
| Clubhouse | 5% |
| Flickr | 3% |
| Foursquare | 3% |
| Yelp | 3% |
| Other | 3% |
| I do not use social media regularly | 3% |
| MeWe | 2% |
| 2% |
Source: Statista
Most Popular Social Media Platform among Gen Z
According to a recent report by Opeepl, YouTube leads as the most popular platform for Gen Z, with 78% of them spending time on the app.
Close behind is Instagram, with 76%, proving that the platform is far from losing its relevance. TikTok (69%) and Snapchat (43%) are also widely used, showing that Gen Z favors visual and interactive platforms.
However, the numbers drop significantly when we look at platforms like X (30%) and Facebook (29%), indicating these are less popular among Gen Z. Still, Pinterest is holding its own, with 33% of Gen Z users still engaging with it, even though it’s not as dominant as other platforms.
In summary, Gen Z gravitates towards YouTube, Instagram, and TikTok, while platforms like X and Facebook are declining in usage. However, Pinterest still maintains a steady user base.
Here are further details about the most popular social media platform among Gen Z:
- 78% have used YouTube
- 76% have used Instagram
- 69% have used TikTok
- 43% have used Snapchat
- 33% have used Pinterest
- 30% have used X
- 29% have used Facebook
Source: Opeepl
Most Preferred Social Media Activities by Gen Z
Watching videos is the most popular activity, with 72.4% of Gen Z users spending their time doing just that.
Stories come next, with 56.7% preferring to tap through short, quick updates. Liking and commenting on posts is another favorite, with 54.2% actively engaging with content they enjoy.
Direct messaging and viewing creator or influencer content also rank high, showing how much Gen Z values both personal connection and influencer culture online. For Gen Z, social media is all about engaging, connecting, and staying entertained.
With Gen Z increasingly driving the creator economy, many are now turning to platforms like OnlyFans for monetization. Take a look at the OnlyFans top earners to see how some creators are making millions by leveraging their online influence.
Here is a table displaying the top activities that Gen Z social media users prefer:
| Activity | Percentage of Gen Zs |
|---|---|
| Watching videos | 72.4% |
| Watching Stories | 56.7% |
| Liking/commenting on content | 54.2% |
| Direct messaging | 53.3% |
| Viewing creator/influencer content | 48.6% |
| Watching livestream videos | 42.8% |
| Viewing feed/timeline posts | 41.3% |
| Gaming | 41.1% |
| Searching for information using keywords | 40.9% |
| Shopping/product discovery | 36.6% |
| Reading/watching news articles/videos | 35.8% |
| Engaging in online communities (e.g., subreddits, Facebook Groups) | 28.9% |
Source: eMarketer
How Much Time Does Gen Z Spend On Social Media Per Day?
According to the latest data, over one-third (35%) of Gen Z in the United States use social networks for more than four hours daily.
To put this in perspective, only 19% of all US adults spend that much time on social media, showing a clear difference of 16 percentage points.
Additionally, another 18% of Gen Z spend exactly four hours a day on social media. Overall, more than half (53%) of Gen Zers are online for at least four hours every day.
Here is a table displaying the time spent by Gen Z on social media platforms every day:
| Time Spent (Per Day) | Percentage of Gen Z Users |
|---|---|
| Less than 1 hour | 3% |
| 1 hour | 6% |
| 2 hours | 17% |
| 3 hours | 18% |
| 4 hours | 18% |
| Over 4 hours | 35% |
Source: Oberlo
Gen Z spends the most time on TikTok with an average of 2.53 hours daily, followed by YouTube at 1.93 hours and Instagram at 1.87 hours.
These platforms are the top choices for entertainment and social connection. Snapchat is also popular, with users spending about 1.63 hours each day, particularly among younger people.
Next is Discord, where users spend 1.53 hours daily, mainly for gaming and community chats. Twitch sees about 1.21 hours of use per day, mostly from gamers and streamers. Finally, Tumblr has 1.20 hours of daily engagement, with a smaller but loyal group of users.
Source: Opeepl
Influence Of Social Media On Gen Z’s Purchasing Decisions
Around 75% of Gen Z consumers say they turn to social media when deciding what to buy.
In fact, 61% have purchased something after seeing it in a social media ad. Interestingly, 68% of them trust influencers on social media more than traditional celebrities when it comes to product recommendations.
45% of Gen Z consider TikTok and Instagram the most influential platforms in making purchase decisions. Other platforms that are also considered to be greatly influential in making purchase decisions are YouTube (38%), Facebook (24%), Snapchat (17%), Twitter (14%), and Reddit (7%).
Source: Kadence, Retail Drive
69% of Gen Z consumers say they’ve discovered new products or brands through social media influencers.
That’s a big jump from just 45% in 2023. This shift displays the increasing importance of social media in the purchase decisions made by Gen Z consumers.
Source: Statista
Gen Z Social Media Addiction Statistics
82% of Gen Z users say they feel addicted to social media.
For many, it’s also a way to fight boredom, as 57% associate social media with feeling bored.
In fact, 69% use it just to pass the time, and 34% admit they open these apps simply out of habit.
Source: The Harris Poll
83% of Gen Z users have made efforts to cut back on their social media use.
Among them, 42% have unfollowed or muted accounts, while 40% have gone as far as deleting social media apps to break the habit. Additionally, 36% turned off out-of-app notifications, and 32% disabled in-app alerts to reduce distractions.
Here are the details about the steps that Gen Z social media users have taken to limit their time on the app in the following table:
| Steps taken | Share of Gen Z Users |
|---|---|
| Unfollowing or muting an account | 42% |
| Deleting a social media app | 40% |
| Disabling out-of-app notifications | 36% |
| Disabling in-app notifications | 32% |
Source: The Harris Poll
43% of Gen Z users chose to deactivate their accounts temporarily to cut back on their social media use.
Meanwhile, 23% took a bigger step and deleted them permanently.
Others chose a more controlled approach, with 41% setting personal time limits and 25% using built-in timer tools to manage their screen time.
Here is a table displaying the actions that Gen Z social media users took in order to limit their social media usage:
| Action taken | Percentage of Gen Z social Media users |
|---|---|
| Temporarily deactivate an account | 43% |
| Permanently deactivate an account | 23% |
| Set self-imposed time limits | 42% |
| Use timer tools | 25% |
Source: The Harris Poll
Gen Z And Social Media Mental Health
41% of Gen Z users say social media makes them feel sad, anxious, or even depressed.
Nearly 29% also admit that it has affected their self-esteem or made them feel insecure. In addition, 22% have experienced FOMO (fear of missing out) because of what they see online.
Source: Hill Holiday, Exploding Topics.
Overall, 27% of Gen Z users are likely to face negative effects from using social media.
Those who spend two hours or less on social media have a 24% chance of experiencing a negative impact on their mental health. But for those who use it for more than two hours a day, that number jumps to 31%.
Source: McKinsey
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Conclusion: 9 in 10 Gen Zs Use Social Media
Approximately 90% of Gen Z adults between 18 and 24 engage with platforms like YouTube, Instagram, and TikTok. They utilize these channels for entertainment, to find new products, and to keep up with current events.
For instance, 77% of Gen Z members use TikTok to discover products, and 68% place greater trust in influencers than traditional celebrities. Nevertheless, a considerable portion of Gen Z is beginning to feel the negative impacts of social media, spending 3 to 4 hours on these platforms daily.
As social media usage rises and impacts the generation more, it’s crucial for Gen Z to engage with these platforms consciously.
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