- Report
- Behavioral
- Report
- Behavioral
North AmericaWestern Europe
Social Media Behavior Report
It’s easy to assume social media is losing its grip, but young people are still spending hours a day on it, just in more intentional ways. For all the talk of social media fatigue, young people aren’t logging off just yet, but feeds are looking different and the way they’re posting has shifted. The line between public and private profiles is blurrier than ever with “spam” accounts. And though headlines love to focus on the death of social media with Gen Z flocking to old flip phones (which we know is not happening), most young people still see social media as a positive force in their lives—even as they rethink where, how, and who they share with.
In YPulse’s 2026 Social Media Behavior Report, we unpack how social media behavior is evolving, from teens and college students fully in their creator era to young adults becoming more selective (and more critical), and what it means for brands trying to keep up.
Download the full report for further insights
- The top social media platforms Gen Z and Millennials are currently using
- How many young people say they’re tired of social media
- How many are posting, what they’re posting, and how often
Report length: 20 pages, North America report is based on surveys of 1500 13-39-year-olds in the U.S. and Canada, fielded February 2026. 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 February 2026
Additional survey content for Pro users:
Young people’s perceptions on each major social media platform (which ones are entertaining, boring, just AI slop etc.?), the full open-ended list of what social media platform they say they can’t live without, and how they feel about social media being banned for teens and younger.
The Data File also includes data split by the following demographics: Gender & Generation, Age Groups, Academic Status, Race, POC, Country, Urban/Rural Status, LGBTQ+, Parent, Household Income, and Political Leanings.