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Gen Z steals the limelight in the UK when it comes to digital habits. But millennials are even more digital, and Gen X sweetens its own 鈥渄igitalness鈥� with financial clout.

Streaming video and music top Gen Z adults鈥� media activities, but their digital lives aren't just about entertainment. The multitasking, multidevice cohort treats the intersection of media and technology as a lifeline for socializing and staying informed.

Dramatic shifts are in the works for 2024, as genAI, changing media norms, and innovative commerce redefine the business landscape. Our top nine trends explore what鈥檚 in store.

Pinterest was seen as the safest social media platform in the US last year, though the percentage of users who held that view declined from 2020 (51% versus 41%), according to our 鈥淯S Digital Trust Benchmark 2022鈥� report. Meanwhile, Facebook was where the lowest percentage of users felt safe, down to just 26% in 2022.

TikTok eclipsed Twitter, Pinterest, and Snapchat in US users within just a few years, according to our estimates, and now it鈥檚 chasing Instagram. After years of exceptional growth, TikTok will boast more than 100 million US monthly users in 2023鈥攗nless lawmakers stand in its way.

In March, 37% of US teens called TikTok their favorite social media app, up from 30% the same month two years ago, according to Piper Sandler. Snapchat dropped to second place, falling to 27% from 31% during that period. In the No. 3 spot is Instagram, which 23% of teens named their top choice.

Meta rolls out paid verification subscription in the US: Meta Verified has perks that could appeal to creators, but regular users aren鈥檛 likely to pay.

New app makes a play for Gen Z: As TikTok teeters on the verge of a ban in the US, Zigazoo is one social media app that is vying for market share.

TikTok is dealt a brutal legal blow: 14 states sued the company for harming minors, adding to its enormous pile of litigation and brand safety controversies.

YouTube lengthens Shorts video limit to 3 minutes: The platform is trying to aligning with competitors like TikTok and Instagram to offer more flexibility to creators and advertisers alike.

TikTok, Instagram, and Snapchat are where Gen Zers spend most of their daily time. Across the US population ages 18 to 24, time spent on TikTok will average 58 minutes per day in 2023, compared with 38 minutes for Instagram and 30 minutes for Snapchat.

As social media grows more 鈥渓ean-back鈥� than 鈥渓ean-in,鈥� it鈥檚 settling into an era of more modest growth defined by short-form video consumption, stabilizing time spent, and ongoing challenges with Apple鈥檚 AppTrackingTransparency.

Musk gave advertisers a reason to leave Twitter. He exacerbated long-standing issues and created new ones. Six months into Musk-era Twitter, most brands aren鈥檛 ready to resume spending, largely because they don鈥檛 trust the man in charge.

On today鈥檚 podcast episode, we discuss how much time Gen Z are actually spending on their smartphones, the less discussed places Millennials are spending their social media time, and more. Join host Marcus Johnson, along with analyst Paola Flores-Marquez and vice president of research Jennifer Pearson.

Social media becomes engine for big buys: Platforms鈥� role in expensive transactions like travel and cars is rising.

Of US Gen Zers on Threads, 40.1% downloaded the platform because it looked fun, while 38.7% wanted to try something new, according to our survey data.

Is social media dead? Not exactly. But it has become 鈥渓ess social and more media,鈥� as Insider reported.

How does social media influence Gen Z鈥檚 customer journey?

Nearly 80% of the world鈥檚 internet users are on social media. This landscape is still dominated by Meta in most markets, but use and ad spend is shifting away from Facebook and toward TikTok. Here are five charts capturing the worldwide state of social.

Gen Z adults spend more than double the amount of time on TikTok, Instagram, and Snapchat compared with the general population.

And we couple that with the survey itself as we're asking questions about their social media usage. So this will help us to include social as part of our brand lift measurement and show the more holistic view of how a campaign performed across digital, linear TV and also social. Paul Verna:. Well, thank you so much, Steph. We really appreciate your joining us today. Stephanie Gall:.

Automated moderation systems on Instagram and Threads are deactivating accounts and mislabeling content, sparking user frustration.

The old form of social networking may be dying. But our forecast shows people spend more time on social platforms, so marketers need to be aware of what the new era of social media looks like. Gen Z and TikTok certainly dominate social media headlines, but Meta maintains a stronghold, even as it struggles to make new endeavors like Threads take off.