Social media plays a central role in how young people communicate, explore identity, and stay entertained—but their habits are shifting fast. Both OG and emerging platforms are creating new features constantly to keep them engaged. From TikTok Reposts becoming the new “likes,” to Snapchat’s role in real friendships, to YouTube Shorts vying for teen attention, the “social” part of social media is evolving. Whether Gen Z and Millennials are posting, commenting, or curating their online presence, brands need to follow these habits to adapt their own use accordingly.
In YPulse’s bi-annual Social Media Monitor report, we reveal the top platforms young people are using now, break down trends across life stages, and show what features they’re gravitating toward on some of their most-used apps.
Report length: 22 pages, North America report is based on surveys of 1500 13-39-year-olds in the U.S. and Canada, fielded April 2025. Western Europe report is based on a survey of 2500 13-39-year-olds in the U.K., Italy, Spain, France, and Germany, fielded in April 2025
Phone usage and app habits, which apps they’re spending the most time in, and how mobile habits are reshaping the way they shop and communicate.
