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Messaging is now a core part of social media usage. People are posting less and chatting more on social platforms. The majority of respondents (62%) surveyed by YouGov in December 2023 had used social media to connect or stay in touch with family, friends, and colleagues. That was significantly more than the 24% who had used it to share parts of their life or thoughts.

Some of Gen Z’s favorite social media platforms claim a similar share of young users; but how they spend their time on the platforms vary, prompting marketers to align their strategies and investments accordingly. Instagram dominates direct messaging, while YouTube takes the lead on livestreaming and TikTok maintains its stronghold on short-form video. We delve into the three insights, with an actionable takeaway for marketers.

Social media usage in Croatia was nearly universal. Almost all (99.5%) respondents reported using social media. This surpassed the regional average of 98.0% and makes Croatia No.1 in the region. Smart home product ownership was 19.3%, No. 1 in the region. It surpassed the regional average by 5 percentage points and was more in line with countries in Western Europe. The Czech Republic.

After two decades of social media usage, millennials are outgrowing the need to constantly post about their lives. But platforms like Facebook and Instagram still play a central role in keeping them connected to their communities and learning about current events: 48% get their news from social media, according to a July 2024 YouGov report.

The runaway popularity of TikTok—and its competitors’ efforts to copy it—has helped make short-form video an integral component of social media usage. Now, creators, brands, advertisers, and publishers are all leaning into short-form video shopping content. Brands have been using different types of content on social media, particularly Facebook, to drive purchases for years.

Indonesia was No. 2 in the region for social media usage at 99.4%. This is higher than the regional average of 98%. It also ranked No. 2 in the region for using any of the 49 named social networks (98.7%) and any of the 17 named messaging services (98.2%).

Social network usage is now video-first. Roughly 60% of US adults’ daily social time will be spent on video in 2024. Some of that time has come from other social activities. But social video is also taking away from time spent with linear TV. Linear TV has lost roughly an hour of daily time since 2017. TV is still tops in terms of daily time spent among US adults by a wide margin.

Nine in 10 consumers worldwide use social media to keep up with trends and cultural moments, according to a January report from Sprout Social.

Reels may get its own app: Instagram is reportedly exploring a standalone platform as it vies to draw attention away from TikTok.

However, much like general social media usage where trust is low but engagement persists, consumers are likely to interact with AI-driven content despite reservations. What does this mean for marketers? New advertising opportunities are emerging.

Top-line time spent with media will grow very little in the US going forward, making it essential to identify which formats and platforms are winning the newly zero-sum competition for consumer attention.

Strategic timing and markets: Mexico and Brazil are high-growth digital markets, where internet penetration and social media usage continue to reshape how people access information. By offering free, ad-supported content through platforms like Samsung TV+ that have traction in the market, NBC News Now removes barriers to entry.

Next year, US monthly social network users will reach 236.4 million, exceeding the 228.6 million linear TV viewers, according to our June 2024 forecast.

There's a lot of reasons for this, but I think in some ways going viral is now easier than ever, but the days of true virality are kind of ending or over as our social media usage has just become more fragmented and more personalized. I mean, Sarah, the who's who of my TikTok is probably very different than what you see on your For You Page.

The loss of TikTok in the US would cause a ripple effect across the media, marketing, and commerce landscape. Meta and YouTube stand to gain the most, but there is a long list of other winners—and losers.

Gen Z leads in digital usage by most proportional measures. However, social network use cuts across categories, influencing video viewing and digital buying.