65+ Gen Z Social Media Usage Statistics [2025] That Can’t Ignore

Gen Z now makes up 25% of the U.S. social media audience, but capturing their attention isn’t easy. They don’t just scroll—they like, comment, and shape digital culture.

If your brand isn’t meeting them where they engage most, you’re missing out. Understanding their platforms, habits, and buying behaviors is the key to staying relevant.

This report dives into Gen Z social media usage statistics for 2025—so you can adapt, connect, and win with the next generation of consumers.

Gen Z social media usage statistics

Gen Z makes up 25% of the U.S. social media audience as of June 2024. They’re not just scrolling—most are liking, commenting, and sending DMs, while only 5% stay passive.

They also prefer social media over search engines for finding information, with 46% using it instead of Google or Bing. This shift is huge for brands looking to boost visibility.

Gen Z's social media use is growing faster than any other generation. In 2024, it jumped 7.7%, while overall usage in the U.S. only increased by 1.8%. 

They’re becoming more active on Instagram and Reddit, and younger Gen Zers are even starting with Facebook.

Mobile is their world—90% own a smartphone, and 50% spend at least 4 hours a day on social media. 

No surprise that YouTube leads engagement, reaching 88% of Gen Z users.

How much time does Gen Z spend on social media?

In 2024, 35% of Gen Zers spend over four hours a day on social media, down slightly from 38% in 2023. 

Even with this drop, they’re still the most active generation—only 19% of U.S. adults spend that much time online.

Most Gen Z users (68%) go on social media for entertainment and scrolling, while 19% use it mainly for messaging. 

The average U.S. adult spends 1 hour and 50 minutes per day on social media, but Gen Z far exceeds that. 

TikTok is still their favorite, though its growth is slowing as ads and TikTok Shop changes frustrate users.

Looking ahead to 2025, Gen Z isn’t going anywhere—they’re just getting pickier about what keeps them engaged.

Most popular social media platforms for Gen Z in 2025

Gen Z’s social media habits are evolving, with Instagram, TikTok, and YouTube leading in popularity, while Reddit and Facebook remain relevant for specific use cases.

TikTok dominates for shopping and news, while Instagram is growing as Gen Z’s go-to for social interaction.

Gen Z social media platform usage for the past years (USA & Global)

Instagram is now more popular among Gen Z than millennials, with 52.4 million Gen Z users in 2025. 

TikTok remains their top discovery platform, especially for shopping (77%) and news (63%).

Reddit is growing fast, with 18 million Gen Z users in 2024, expected to reach 40.1% adoption by 2028. 

Meanwhile, Facebook maintains relevance, with nearly half of Gen Z (49%) still using it, though engagement is dropping.

For brands, this means prioritizing TikTok for discovery, Instagram for engagement, and Reddit for community-driven marketing in 2025.

How Gen Z shops on social media?

Gen Z isn’t just scrolling through social media—they’re shopping. 

Platforms like TikTok, Instagram, and YouTube have become their go-to for product discovery, reviews, and purchasing decisions. 

Unlike previous generations, social media has replaced search engines as their primary research tool. 

Here’s how Gen Z’s social commerce habits are shaping e-commerce in 2025.

Social media is Gen Z’s #1 product research tool

• Sixty-seven percent of Gen Z shoppers have discovered a product through a social media video that appeared organically in their feed.
• Over 70% of Gen Z shoppers prefer researching brands and products on social media rather than traditional search engines.
• Influencers drive purchases—nearly 25% of Gen Z say that social media likes and comments influence their buying decisions.

Gen Z values quick, visual, and interactive content, making platforms like TikTok and Instagram the top choices for product research.

Tiktok leads in social commerce, but instagram is catching up

• TikTok is the #1 platform for product discovery, with 77% of Gen Z using it to find new items.
• Instagram follows closely at 74%, especially for fashion and beauty purchases.
• YouTube ranks third, with 41% of Gen Z using it for in-depth product research before buying.

Gen Z relies on short-form video content for discovery but turns to long-form YouTube videos for deeper product reviews.

Price-conscious but willing to spend for the right deal

• Two-thirds of Gen Z shoppers wait for sales and deals before making a purchase.
• Impulse buying is common—discounts and limited-time offers push Gen Z to purchase quickly.
• Live commerce is growing, with Gen Z engaging in exclusive discounts through livestream shopping events.

Brands targeting Gen Z should offer competitive pricing, exclusive discounts, and seamless checkout experiences to convert social media engagement into sales.

Amazon isn't Gen Z’s first stop for shopping anymore

• Forty-seven percent of Gen Z shoppers are actively trying to shop less on Amazon.
• Sixty percent say Amazon is too powerful, and 39% are tired of hearing about it.
• However, 45% still start their product searches on Amazon, and 55% of teens say Amazon is their favorite e-commerce site.

Gen Z is diversifying their shopping habits, turning to social commerce, direct-to-consumer (D2C) brands, and niche online stores instead of relying solely on Amazon.

Gen Z wants a personalized shopping experience

• Seventy percent of Gen Z shoppers have bought from direct-to-consumer (D2C) brands, the highest of any generation.
• Customization matters—Gen Z expects AI-driven recommendations based on their interests.
• Virtual reality (VR) and augmented reality (AR) shopping are gaining traction, with 90% of Gen Z interested in AR/VR shopping experiences.

Brands that integrate personalized shopping recommendations and immersive experiences like AR try-ons will gain a competitive edge in 2025.

Influencers and user-generated content (ugc) drive trust

• Forty percent of Gen Z consumers trust influencers more than they did a year ago.
• Ninety-eight percent prefer video content for marketing, making short-form TikTok and Instagram Reels highly effective.
• Gen Z values authenticity—they engage more with user-generated content (UGC) and micro-influencers over traditional celebrity endorsements.

Brands should focus on building trust through UGC, influencer partnerships, and community-driven content to connect with Gen Z shoppers.

Gen Z expects seamless in-store and online integration

• Ninety-seven percent of Gen Z shops in-store, but they use their phones while doing so.
• Ninety-three percent of Gen Z Target shoppers browse the app or website while shopping in-store.
• Fifty-three percent prefer self-checkout over traditional registers.

Gen Z expects a frictionless omnichannel shopping experience, using their phones to compare prices, check reviews, and browse online while shopping in physical stores.

Ads work—but only if they’re relevant

• Thirty-seven percent of Gen Z pays attention to social media video ads, the highest of any generation.
• Over a quarter (27%) have purchased a product through shoppable content on social media.
• Fifty-eight percent of Gen Z dislikes ads that interrupt their content, so non-intrusive ad formats work best.

Brands should focus on seamless, entertaining, and visually engaging ads instead of traditional banner ads or disruptive pop-ups.

How Gen Z feels about data tracking?

Gen Z is less concerned about data privacy than older generations. In 2023, only 39% trusted brands to keep their information safe.

Despite this, 88% of Gen Z willingly shares personal data with social media companies, 20% more than older generations. 

They see data sharing as a trade-off for better recommendations and seamless experiences.

AI integration is driving data-sharing habits

Gen Z is highly comfortable with AI, with 65% being very familiar with it and 46% using it daily in 2023. 

They integrate AI into shopping (60%) and banking (54%), prioritizing convenience over security risks.

As AI-powered personalization advances in 2025, Gen Z is likely to continue engaging with AI-driven services despite privacy concerns.

A lack of awareness creates security risks

Half of Gen Z did not fully understand how social media platforms used their data in 2023. 

They were also three times more likely than baby boomers to fall for online scams.

Their confidence in technology doesn’t always translate to awareness of digital risks, leaving them vulnerable to data misuse.

Brands must balance trust and personalization

As 2025 approaches, Gen Z expects AI-driven, seamless experiences, but they also demand clear communication on data usage.

Brands that fail to be transparent risk losing trust, even among a generation that prioritizes convenience over privacy.

Emerging social media platforms & niche trends

Gen Z isn’t leaving social media, but they are changing how they use it. 

In Q4 2024, 56% of Gen Z planned to consume even more content from brands in 2025, yet many feel burnt out from mainstream platforms.

To combat this, Gen Z is gravitating toward community-based networks like Substack, where they can engage in niche discussions without algorithm-driven feeds.

IRL meetups and event marketing are also gaining traction as Gen Z looks for ways to connect beyond their screens.

Brands that resonate with Gen Z’s content style

Here are some brands that have successfully adapted to Gen Z’s evolving social media habits:

Marc Jacobs has mastered Gen Z marketing by working with TikTok creators and influencers. Their content feels authentic, not forced, which helps them stand out in a crowded fashion industry.

Topicals, a skincare brand, thrives by directly engaging with its audience and compensating user-generated content (UGC) creators. 

This approach builds trust and loyalty, making the brand feel more personal and community-driven.

Graza, the viral olive oil brand, embraces chronically online humor. Their absurd, meme-like content resonates with Gen Z’s internet culture, making them feel more like a personality than a corporate brand.

Trends shaping Gen Z’s social media habits

• Social media detoxing is rising—in 2023, 57% of Gen Z took a break, and 63% planned to in 2024.
• Chronically online humor drives engagement—brands like Graza use memes and casual, unfiltered content to stay relatable.
• B2B brands are adapting—even ServiceNow embraces TikTok humor, proving that Gen Z expects engaging content from all industries.

Gen Z is burnt out on traditional social media but still highly engaged. 

Brands should embrace niche platforms, prioritize community engagement, and adopt a more human, interactive content strategy to stay relevant.

Frequently asked questions (FAQs)

Let’s answer Gen Z’s top social media questions.

Final thoughts 

Gen Z’s social media habits are evolving fast, and brands need to keep up.

• Short-form videos grab the most attention, while static content struggles to perform.
• Gen Z prefers finding products and information on TikTok and Instagram over Google.
• They value security but are willing to trade data for a more personalized experience.

The verdict? Gen Z Social Media Usage Statistics show that their habits are reshaping digital marketing. If your brand isn’t adapting, you’re already behind. Stay ahead with Cropink—let’s make your strategy work.

Sources

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