Gen Z in Western Europe self-report spending an average of four hours on social media every day, and the majority admit being addicted to it. We know Gen Z is constantly navigating between different social platforms, but the interest they have and the time they spent on each vary greatly—as do their feelings about each of the platforms that are available to them. In our recent WE Social Media Behavior survey, YPulse asked young people in Western Europe to tell us which of the seven most-used social media platforms they’d most likely describe as addictive, boring, and fake. Here’s the top platforms that Gen Z picked for each descriptor: TikTok is the most addictive app to European Gen Z, far more than any other social media platform Let’s start with “addictive,” the adjective that all social media platforms dream to be described as. TikTok has recently become the most used social media platform among Gen Z in Western Europe, quite an achievement for the app that started as a...
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