Gen Z and Millennials are spending more time than ever on Instagram, but less on Facebook. EMarketer predicts that Instagram’s average time spent will see an uptick from 27 minutes this year to 29 minutes in 2021, Snapchat’s usage will stagnate at its 2018 peak of 26 minutes, and Facebook use will decrease by one minute down to 37 minutes. The change is being attributed to Facebook’s “time well spent” initiative which pushed clickbait articles out of users’ feeds and to Gen Z & Millennials shifting social media use. (eMarketer)
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