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This is How WE Gen Z & Millennials’ Social Media Use Has Changed in 2022

This is how European Gen Z and Millennials’ social media usage has shifted compared to a year ago…

Written and Edited by the YPulse Editorial Team

Dec 13 2022
Western Europe

KEY TAKEAWAYS

YouTube became the most-used social media platform among young Europeans in 2022
TikTok is increasingly popular among Gen Z and Millennials in Western Europe, with a five-point increase in usage since last year
Fewer report using Facebook, Facebook Messenger, and Pinterest, compared to 2021

Twice a year, YPulse surveys young Europeans’ on their use of social media, and the findings are revealed in the Social Media Monitor Report. Gen Z and Millennials in Western Europe continue to spend enormous amounts of time on social media—an average of 3.58 hours a day by their own estimations—so it is crucial for brands to understand what exactly these young consumers do when scrolling on socials. These reports look closely at the most popular social media platforms among Gen Z and Millennials in Western Europe, and dig into everything social media: from what platforms are most entertaining to...