WE Social Media Monitor Report

Vital insights into Gen Z and Millennials' behavior, plans, and views—with major takeaways for brands.

Across Western Europe, young consumers are spending a huge amount of time on social media every day, using platforms to discover everything from music to new products. But Gen Z and Millennials aren’t using social media in the same way, revealing gaps in brand reach across platforms and content. Knowing the social platforms that they most frequent and understanding the motivations that draw them to those platforms is crucial for brands trying to reach a specific demographic. YPulse’s first Western Europe Social Media Monitor breaks down which users are using what sites and apps, and reveals the reasoning behind why these specific groups are most drawn to these platforms.

Download the full report for insights on: 

  • Gen Z and Millennials’ motivation for visiting social platforms and how it affects the platforms they most frequent
  • The groups that are fueling Facebook’s, Instagram’s, TikTok’s, Snapchat’s, and Discord’s status as top social networks and the reasons why
  • The social networks Millennial parents are letting their kids use, and how they should evolve to reach this new generation of social media users

Report length: 12 pages

Based on a survey of 1300 13-39-year-olds in the U.K., Italy, France, Spain, and Germany, fielded in July 2021 

Additional survey content for Pro users: The social networks they visit daily, the social networks they are engaging with on a weekly basis, the social media features they’re using, and their feelings when using social media. 

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