Gen Z and Millennials in Western Europe are the social media generations, just like their North American peers. These gens, who grew up with Facebook, Snapchat, and—more recently—TikTok, self-report spending an average of 3.58hours a day on social media. Scrolling through their feed is so addictive that 84% of young Europeans agree with the statement: “my generations are obsessed with social media.” Because social media holds such an important place in young consumers’ lives, YPulse constantly keeps an eye on their use of social media: which platforms they’re on, how often, and what they’re looking for when they use them....