We surveyed 500 UK adults on their social media usage to help our clients hone their media planning. Here’s what we found.
TikTok is the social network of choice for Gen Z adults.
85% of Gen Z adults (age 16-24) use TikTok daily, with 81% claiming to use the video app for more than an hour a day.
Other popular networks with this age group with Instagram and YouTube, used daily by 81% and 69% respectively.
This demographic is quite clearly stating its preference for video content.
Millennials favour YouTube
75% of millennials in the survey use YouTube daily, with 60% spending more than 30 minutes a day on the video network.
This was closely followed by Facebook (71% use it daily and 60% spending more than 30 minutes a day) and Instagram (67% and 48%).
Facebook the top social network for Gen X
71% of adults in the Gen X age group use Facebook daily, followed by YouTube (63%) and Instagram (58%).
However, this group is spending the most time on YouTube, with 54% spending more than 30 minutes a day on the video site – only 50% spend more than 30 minutes a day on Facebook.
Facebook also tops the list for Baby Boomers
The baby boomer demographic (54+) favours Facebook, with 61% using the network daily, and 56% spending more than 30 minutes a day on the site.
YouTube is also popular with this demographic, with 39% using it for more than 30 minutes daily.
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