According to an EMarketer forecast, 87.9% of Gen Zers in the United States use social networks.

This places social media use only behind digital video viewing, but the margin will narrow over the next few years.

“US Gen Zers are most likely to be on YouTube, where 89.3% of the cohort spends time. That’s followed by Instagram (72.5%), TikTok (71.2%), and Snapchat (70.3%),” per EMarketer.

However, according to the report, advertisers should not overlook smaller sites such as Reddit, where Gen Z use is increasing, or Pinterest, where the number of US Gen Z users will equal that of millennials by 2028.

Though virtual reality use among Generation Z lags behind other forms of media, engagement is increasing, and advertisers should monitor the technology as applications become more accessible.


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