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. Knowing which platform these gens use the most can help brands make decisions on how and where to best reach them. In YPulse’s recent The TikTok Effect trend report, we asked 13-39-year-olds in Western Europe all about their social media usage, including which platforms they turn to the most. Here is the most recent data on young Europeans’ usage of social media in Western Europe: The Top Social Platforms...
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