TikTok, Instagram Lead Gen-Z Social Media Engagement, eMarketer Reveals
According to eMarketer‘s report, Gen-Z adults spend more time on TikTok, Instagram and Snapchat than any other generations. TikTok is most used by 18-34 years old with an average 57 minutes spent per day. 25-34 years old tend to spend most time on Instagram with 29 minutes spent per day.
The study also predicts that there will be more Instagram Gen-Z users in 2028 than TikTok Gen-Z users. eMarketer expects that Gen-Z will spend 50 minutes on Instagram and 51 minutes on TikTok on average in 2028. Among US Gen-Z, YouTube is the most penetrated (89.3%), followed by Instagram (72.5%) and TikTok (71.2%).
The reason why there are more Instagram uses than TikTok users is probably because of easy to use Instagram features. There is also a direct messaging feature available on Instagram which is easier to use than TikTok’s direct messaging and doesn’t have any compatibility issues between Android and iPhones. eMarketer also expects that Instagram users will jump from 50.1 million to 59.3 million in 2028. On the other hand, TikTok users will increase from 49.2 million to 51.6 million in 2028.
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