Twice a year, YPulse conducts our Social Media Monitor survey among young Europeans to understand how they use social media in their daily lives. European Millennials and Gen Z are spending a huge amount of time on social, and YPulse research shows that 59% of them see social media as an essential part of their social lives. But with the specific platform preferences of young Europeans ever-changing, it’s crucial for brands to keep track of how these social apps are performing. Our recent research shows that TikTok has managed to get even more popular among young Europeans, but this then poses the question of how other platforms can possibly compare. YPulse has told you young consumers in Western Europe are bigger TikTok users than their peers in North America, and even more likely to describe it as addictive. But when a platform gets as big as it has, it would appear the growth would have to eventually slow down. And now, in comparison, other beloved apps are struggling to...
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