Stacy Jo Dixon
Research expert covering social media usage worldwide
Social media and Generation Z in the United States - statistics & facts
Like, follow, comment, share – Generation Z in the United States are doing just that and much more. Social media is a multipurpose tool for American Gen Z audiences, who make the most of being constantly connected by being open to trading advertisements for free content.
Social media is used by Gen Z in the United States for much more than staying up to date with trends and staying in contact with friends. An April 2024 survey found that Gen Z prefers using social media over search engines to find information online, with 46 percent of respondents saying they preferred this method.
On the plus side, considering the ease with which social media can keep users connected and entertained, younger generations were the most likely to feel that social media was good for society overall.
Generation Z social media users in the United States utilize social media for more than just entertainment and communication; it also serves as a search engine and a storefront. TikTok is particularly popular among Generation Z in the United States, with negative online experiences being outweighed by the diverse functions of social media applications.
America’s Gen Z audience
As of June 2024, Generation Z adults represented 25 percent of the social media audience in the United States. Among these Gen Z users, the top social media activities were liking and commenting on other users' posts. Sending private messages was also a leading activity of this cohort, and just one in twenty users reported being passive social media users.Social media is used by Gen Z in the United States for much more than staying up to date with trends and staying in contact with friends. An April 2024 survey found that Gen Z prefers using social media over search engines to find information online, with 46 percent of respondents saying they preferred this method.
A TikTok takeover?
It is no surprise social media platform preferences vary from Gen Z to Baby boomers. Among all adults in the United States, Facebook had a reach of 69 percent, followed by YouTube and Instagram, with 59 percent and 49 percent, respectively. TikTok has a reach of just 38 percent across all age groups. For Gen Z specifically, Instagram took the top spot with a reach of 65 percent, followed by YouTube and TikTok with 63 percent and 58 percent, in turn. TikTok's popularity among Gen Z in the United States indicates the social media shift from desktop to mobile, as well as the desire for short form video and personalized content.What does Gen Z say about social media addiction?
Opinions on the effects that social media usage has on its users is a topic of debate, as are questions of addiction to these services. According to a 2023 survey, 34 percent of American Gen Z respondents stated that they thought social media had a very or somewhat positive effect on their mental health. On the contrary, 31 percent reported feeling that social media had a very or somewhat negative effect on their mental health, suggesting that users have a diverse range of online experiences. Additionally, almost 80 percent of Gen Z stated that they believed TikTok was addictive, while 24 percent said they had felt negative mental health effects as a result of using TikTok.On the plus side, considering the ease with which social media can keep users connected and entertained, younger generations were the most likely to feel that social media was good for society overall.
Did someone say free content?
Social media advertising can be a minefield when it comes to keeping young U.S. audiences on side. As of June 2024, 38 percent of American Gen Z reported being often annoyed by online advertising. However, 34 percent said they did not mind advertising in return for free content. When it came to online purchases, 43 percent of Gen Z in the U.S. had bought a product they had seen advertised on TikTok, and 39 percent had made a purchase after seeing something on Instagram. Moreover, Gen Z were the generation that most liked personalized products recommended to them online, with almost half of them stating this preference.Generation Z social media users in the United States utilize social media for more than just entertainment and communication; it also serves as a search engine and a storefront. TikTok is particularly popular among Generation Z in the United States, with negative online experiences being outweighed by the diverse functions of social media applications.
