蘑菇AV

What it means: Shifts in social media usage require marketers to keep a close eye on where their target audiences are socializing online. Listening tools, customer surveys, and campaign metrics can help locating your most valuable audiences. Spotify saturation. Time spent with Spotify appears to have plateaued somewhat this year.

Latin America leads the world in social media usage. Internet users in the region spent 3 hours, 25 minutes (3:25) per day on social media, 1:05 more per day than the global average in Q2 2024, per GWI. Usage was highest among respondents in Brazil, at 3:35 per day, with Instagram, Facebook, and TikTok the favored platforms. Public sentiment strongly favors restricting social media usage for children.

Social media usage is rising among elder Gen Alphas. Parents report a jump in social media usage after age 10, according to a July 2024 Numerator survey. This corresponds with 61% of parents reporting their children were between 10 and 14 when they got their first mobile phone, per a January 2024 Cox survey, allowing tweens to create their own accounts instead of using their parents鈥�.

Social network user growth is stalling in Western Europe. Marketers should look toward changing platform dynamics, particularly among generational cohorts, to best manage their social media strategies.

Social media usage among Black teens trends higher than that of total teens, with usage concentrated around TikTok (79%), Instagram (75%), and Snapchat (57%). Black teens use TikTok at a higher rate than total teens (79% versus 63%), and 28% of Black teens use TikTok almost constantly. Online shopping is a weekly habit for Black consumers.

Social media usage is increasing for all generations, but most quickly for Gen Z. This year, US Gen Z social media usage will grow 7.7% versus 1.8% for the general population鈥檚, according to our May 2024 forecast.

Senate ramps up social media regulation for teens: Two landmark bills that require more protections for minors will move to the House.