Young Europeans, are logging onto social media for hours at a time, not just quick scrolls between tasks. In fact, YPulse’s Social Media Behavior report shows European 13-39-year-olds spend nearly four hours a day on social platforms. That’s close to 28 hours each week—more than a full day dedicated to social media alone. With that much time online, it makes sense that YPulse data also shows 65% of 13-39-year-old Europeans say social media is an essential part of their social lives, and nearly half (49%) even agree that they’re addicted to it. But not all platforms are created equally, and brands can’t use just one to connect with all European young consumers. Young people’s time online isn’t spent in one place—they use different platforms for different purposes. Some turn most often to video platforms like TikTok or YouTube for their version of TV while others use Snapchat or WhatsApp to message friends and family. Often, they’re using several of these apps simultaneously—chatting on one app while streaming or scrolling...
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