Gen Z and Social Media in 2025: Key Statistics, Trends, and Insights

Gen Z runs the internet. This generation isn’t just part of social media; they are the main characters.  From setting the tone of digital conversations to driving trends that shape global culture, Gen Z runs the internet.”

Gen Z, the latest generation with immense buying power and societal values, floods platforms with viral content and forces entire industries to adapt. 

If you want to understand the future of social media, you don’t look at Silicon Valley. You look at Gen Z.

In this article, we dive deep into the latest Gen Z social media statistics, from platform preferences and time spent online to their mental health habits and earning potential. 

Knowing these statistics about Gen Z’s relationship with social media will help you decode how they’re shaping the digital world one interaction at a time.

Key Gen Z Social Media Statistics

• Every month, 91% of Gen Z TikTok users have found something new on TikTok in the last month.
• 62.5 million Gen Zers are expected to use social media in the US in 2025.
• 81% of Gen Z admitted to using social media daily, and 50% say they use it for more than 3 hours.
• 83% of Gen Z have tried to limit their social media use at some point.
• Gen Z accounts for the largest number of YouTube viewers, with approximately 63.9 million Gen Z users expected on the platform this year.
• Gen Z makes up 52.3% of Snapchat’s user base.
• 63% of Gen Z TikTok users are more likely to interact with a brand’s videos after checking out their TikTok Shop.
• 63% of Gen Z users get news on TikTok, and 77% discover products there.
• Gen Z is highly active on Pinterest, saving 2.5x more Pins and creating 66% more boards than other generations.
• 44% of Gen Z say they often use social media content to express their true selves.
• Gen Z spends 54% more time on social media and user-generated content, and 26% less time watching TV and movies.
• More Gen Z users believe social media has harmed their behavioral health (42%) than helped it (39%).

Gen Z on Social Media

1. Almost half (45%) of Gen Z TikTok users who’ve discovered something new on the platform think TikTok is an excellent way to find new things. (source)

2. Every month, 91% of Gen Z TikTok users have found something new on TikTok in the last month. (source)

3. Gen Z is driving video engagement on X, as 1 in every 3 users interacting with immersive video is from this generation. Gen Z users on X are also 28% more likely to watch videos on mobile compared to non-X social media users. (source)

4. Voice notes are popular among Gen Z (65%) and millennials (63%), while nearly half of Gen X and 70% of Boomers don’t even know what they are. (source)

5. A 2025 U.S. survey found that Millennials make up 36% of the country’s social media users, followed by Gen X at 28%, Gen Z at 27%, and Baby Boomers at just 9%. (source)

6. According to recent forecasts, 62.5 million Gen Zers are expected to use social media in the US in 2025. (source)

7. As of September 2024, Millennials made up 36% of X’s (formerly Twitter) user base in the UK. Generation X accounted for 31%, and Gen Z made up 24%. (source)

8. Gen Z is open to trying new social platforms, but only 19.5% say they’re actively looking to replace X (formerly Twitter). However, Threads doesn’t seem to be catching on, as over 80% of its active users have already left. (source)

9. Gen Z is the only generation seeing growth on Facebook. In 2025, the number of U.S. Gen Z Facebook users is expected to rise by 8.6%, reaching 33.9 million—nearly half (49%) of the Gen Z population. (source) 

10. As of April 2025, 17.6% of global active Instagram users were men aged 25–34. Overall, more than half of Instagram’s global user base was aged 34 or younger. (source)

11. Men aged 18–24 made up 20% of Snapchat’s global users, while women in the same age group accounted for 17.2%, making this group the platform’s core audience. Nearly 20% of users were also aged 13–17. In contrast, usage drops significantly among those over 35 years old. (source)

12. Gen Z adults spend over twice as much time on TikTok, Instagram, and Snapchat compared to the general population. TikTok stands out the most—Gen Z adults (ages 18–24) spend an average of 57 minutes per day, more than triple the overall average of 18 minutes. (source)

13. Between 2024 and 2028, the number of Gen Z Instagram users is expected to grow from 50.1 million to 59.3 million, while TikTok usage among Gen Z will level off, rising slightly from 49.2 million to 51.6 million. (source)

14. Men aged 25–34 made up Facebook’s largest user group globally, accounting for 18.5% of its audience. The second-largest group was men aged 18 to 24. (source)

15. A recent survey showed lower activity among Gen Z on certain platforms, with 29.6% using Reddit, 27.5% on Pinterest, and 26.2% on LinkedIn. (source)

Gen Z Social Media Usage Trends

16. Gen Z females (16-24) spend the most time on social media daily (2 hours 59 minutes), followed by Millennial females (25-34) at 2 hours 50 minutes. (source)  

17. Only 22.2% of Gen Zers downloaded Threads for its text posting feature. This number drops to 10.2% for 15 to 17-year-olds. The main reason Gen Zers downloaded Threads is because “it looked fun” (40.1%). (source)

18.  By 2027, 80.9% of Gen Z is expected to be on Instagram, compared to 71.9% on TikTok. However, for now, Gen Z adults still spend more time on TikTok than on Instagram. (source) 

19. 81% of Gen Z admitted to using social media daily, and 50% say they use it for more than 3 hours. (source)

20. Nearly half (47%) of adult Gen Z social media users spend 2–4 hours on social media daily. Overall, 60% spend at least 4 hours, and 22% report using it for 7 hours or more each day. When it comes to their social media use, 49% are satisfied, 7% feel indifferent, 32% want to cut back, and 13% want to be more engaged. (source)

21. 83% of Gen Z have tried to limit their social media use at some point. The most common actions include unfollowing or muting accounts (42%), deleting an app (40%), turning off out-of-app notifications (36%), and disabling in-app notifications (32%). (source)

22. 82% of adult Gen Z users describe social media as addicting, and 57% link it to boredom. While 69% use it mainly to pass time, 34% say it’s simply out of habit. (source)

23. For Gen Z, social media is more than entertainment—it’s a key news source. Over 42.9% of respondents get their news from social platforms daily, while only 5.1% say they never use them for news purposes. TikTok leads as the most-used platform for news (21%), followed by YouTube and news apps. (source)

24. Gen Z logs into social media with clear intent—67% check their feeds for entertainment news. Many also look for updates on music (60%), food (59%), and fashion (42%). (source)

25. Nearly half of Gen Z (47%) and 42% of millennials use social media apps primarily to take photos they intend to share. (source)

26. Among Gen Z Threads users in the U.S., 40.1% downloaded the app because it seemed fun, while 38.7% wanted to try a new platform. One in four joined because friends or family were using it, and 1 in 5 were looking for an alternative to X (formerly Twitter). (source)

Most Popular Social Media Platforms Among Gen Z

27. Gen Z makes up 31% of X’s (Twitter) total users. (source)

28. According to eMarketer, 89.3% of U.S. Gen Zers use YouTube, making it the most popular platform—followed by Instagram (72.5%), TikTok (71.2%), and Snapchat (70.3%). (source)

29. A Q3 2024 survey by Decision Lab found that 22% of Gen Z internet users in Vietnam used Threads, compared to just 5% of Gen X. Facebook was the most used platform overall, followed by the local messaging app Zalo. (source)

30. Gen Z leads all generations in YouTube viewership, with 63.9 million Gen Zers expected to use the platform this year. (source)

31. TikTok, Snapchat, and Instagram each attract about 80% of Gen Z social media users. However, only Snapchat has a higher share of Gen Z teen users (ages 12–17) compared to Gen Z adults (ages 18–24). (source)

32. As of February 2025, nearly 29% of Threads users were aged 25–34, while 20.36% were between 18 and 24. Launched in summer 2023, Threads became the fastest mobile app to reach 150 million downloads. (source)

33. According to eMarketer, 26.1% of Gen Z currently use Reddit, a number expected to rise to 40.1% by 2028. In 2025, the number of logged-in Gen Z Reddit users in the U.S. will grow by 21%, reaching 18 million. (source)

34. By 2025, Gen Z will surpass millennials as the largest group of Instagram users in the U.S., with 52.4 million users. That means 75.4% of Gen Z will be on Instagram, compared to 70.5% of millennials. (source)

35. Gen Z makes up 52.3% of Snapchat’s user base. The app is more popular among Gen Z adults (81.3%) than Gen Z teens (65.4%). (source) 

36. Gen Z makes up 1 in 5 Facebook users. In the UK, 37% of Facebook users were millennials, 33% were Gen X, and 1 in 10 were Baby Boomers. (source)

37. A March 2025 survey found that 48% of Tinder users in the U.S. were Gen Z, 40% were millennials, 12% were Gen X, and about 1% were Baby Boomers. (source)

38. Gen Z is Pinterest’s fastest-growing audience, now making up 42% of its global users. They search, save, and shop more than any other generation on the platform. (source)

39. As of May 2024, YouTube was the top digital platform among Gen Z internet users in the U.S., with about 90% using it. Instagram followed at 73%, while WhatsApp was the least used, with only 25% engaging with it. (source)

Gen Z Social Media Shopping Behavior

40. Nearly two-thirds (63%) of Gen Z TikTok users say they’re more likely to engage with a brand’s videos after browsing their TikTok Shop. (source)

41. Gen Z users are 1.8 times more likely to shop on TikTok because of the community, rather than to make a purchase like they would on a traditional marketplace. (source)

42. 63% of Gen Z users get news on TikTok, and 77% discover products there. (source)

43. Social media ads and product reviews influence Gen Z’s buying decisions the most, with 63% saying they’re a key factor—compared to 49% of millennials. (source)

44. In the U.S., 40% of Gen Z adults use TikTok to search for gift ideas and hair or makeup content—making these the most popular categories on the platform. 

On Instagram, 27% search for fashion brands, while Google is mainly used to find hospitality and local services, with 66% searching for restaurants, bars, and similar businesses. (source)

45. According to eMarketer, 23.5 million Gen Z users in the U.S. will use Pinterest this year, making them the second-largest group after millennials (28.3 million). 

However, Gen Z is growing faster—up 9.7% year-over-year, compared to just 1.1% for millennials. This surge could boost ad appeal, with Pinterest’s U.S. ad revenue projected to grow 17.2% to $2.66 billion. (source) 

46. Gen Z searches on Pinterest have risen 30% year-over-year. As they grow older, they’re using the platform more for everyday decisions. Searches for food and drink are up 37%, men’s fashion up 35%, and women’s fashion up 30%. (source)

47. Gen Z users who visit Pinterest weekly are 1.3 times more likely to shop online than those who don’t use the platform. (source)

48. Gen Z saves nearly 2.5 times more Pins and creates 66% more boards on Pinterest compared to other generations. (source)

49. 63% of Gen Z users who use Pinterest weekly say they’re “always shopping.” (source)

50. Finding products that match their taste and style is Gen Z’s top shopping priority—and 84% of weekly Gen Z Pinterest users say they find products that suit their style on the platform. (source)

Gen Z as Social Media Creators & Influencers

51. 44% of Gen Z say they often use social media content to express their true selves. (source)

52. 48% of Gen Z and 58% of millennials on social media consider themselves content creators or influencers. Among them, 15% see it as a side hustle, while 10% say it’s part of their career. (source) 

53. Among Indian Gen Z, 80% trust influencers who share relatable stories more than celebrities (67%) or mega influencers (75%). This preference for authenticity also shows in their personal lives—76% share life updates with a close circle, and 77% are open about mental health with friends or family. (source)

54. 80% of Indian Gen Z use social media to engage with conversations and opinions that interest them.  (source)

55. Gen Z women (80%) and Millennial women (61%) trust creators most for beauty advice. 83% of Gen Z women buy recommended beauty products online, and 82% buy them in-store. (source)  

56. 69% of Gen Z consumers discovered new products or brands through social media influencers in 2024, a sharp rise from 45% in 2023. (source) 

Gen Z Social Media Habits and Preferences

57. More than half (56%) of Gen Z and nearly half (43%) of millennials prefer social media content over traditional TV shows and movies. As a result, Gen Z spends 54% more time on social media and user-generated content, and 26% less time watching TV and movies. (source)

58. 72% of Gen Z users go to Instagram for customer service. (source)

59. Gen Z makes up 52% of Pinterest’s global users, using it to search, save, and shop. 31% wish brands were more active there. (source)

60. 46% of Reddit’s US users are 18-29 years old, seeking in-depth discussions and unfiltered conversations. (source)

61. Nearly half of Gen Z social media users in the U.S. had used the platforms to send private messages. Additionally, 45% had recently commented on posts, and 40% had shared photos, videos, texts, or status updates. (source) 

62. 56% of Gen Z and 43% of millennials say social media content feels more relevant to them than traditional content like TV shows or movies. (source) 

63. Gen Z leads the shift in media habits, spending 54% more time—about 50 minutes extra per day—on social media and user-generated content than the average consumer. They also spend 26% less time—around 44 minutes less—watching TV and movies. (source)

64. About 50% of Gen Z and millennials say they feel more personally connected to social media creators than to TV personalities or actors. (source) 

65. Most adult Gen Z users link social media to entertainment and connection—94% describe it as entertaining, and 91% associate it with connection. 

About 76% actively use it as a source of entertainment. However, 43% also associate social media with feelings of isolation. (source) 

66. While 72% of Indian Gen Z say they’re comfortable sharing personal updates on social media, 76% clarify that they only share these updates with family and friends. (source) 

67. Among U.S. Gen Z social media users, 69% see themselves as followers, 63% as communicators, and 40% as content posters. Only 1 in 10 consider themselves passive users. (source)

68. One in four U.S. adults prefers using social media for online searches. Gen Z leads this trend, with 46% saying they prefer social platforms over search engines to find information. (source)

69. Nearly 3 in 4 Gen Zers discover new media content through social media (72%) and YouTube (71%). (source)

Gen Z and Social Media Mental Health

70. More Gen Z women say social media has negatively affected their emotional health (44%) than positively (40%). The same pattern applies to their behavioral health. (source)

71. More Gen Z users believe social media has harmed their behavioral health (42%) than helped it (39%). Among Gen Z women, the gap is wider at 45% negative vs. 33% positive, while Gen Z men report the opposite—38% negative vs. 45% positive. (source)

72. In a recent U.S. survey, 50% of Gen Z adults said they wish social network X (formerly Twitter) had never been created, and 47% felt the same about TikTok. Overall, 1 in 5 users said they wish smartphones had never been invented. (source)

73. 30% of U.S teens said social media helped them with friendships, and 19% said it boosted their confidence. However, 40% felt it hurt their productivity, and 45% said it affected their sleep. When it comes to mental health, 1 in 5 teens said social media had a negative impact, while only 1 in 10 said it helped. (source) 

74. A survey of U.S. TikTok users found that 77.7% of Gen Z and 72% of Gen X users felt the platform was addictive. Millennials reported the highest rate of negative mental health effects, with 37.3% saying TikTok had impacted them negatively. (source)

Conclusion

Gen Z is the present and future of social media. Unlike previous generations, Gen Zers are the most expressive. 

They are the generation who ensured their voices were loud enough to be heard, and it now reflects in the latest social media and content trends. 

Gen Z is actively reshaping the social media landscape. Their habits, values, and expectations are influencing how platforms evolve, how brands communicate, and how culture spreads online. 

From the rise of TikTok to the quiet resurgence of Facebook, from shopping on Pinterest to speaking out on mental health, this generation is changing the digital world. 

Every scroll, share, and save from Gen Z tells us where the internet is headed.

One thing is certain: this generation isn’t passively consuming content. Yes, they’re building movements, curating trends, and changing the rules of engagement. 

As a business, creator, and platform, the message is clear. To stay relevant, learn to speak the language of Gen Z.

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