This group represents Gen Z social media users, characterized by active multi-platform engagement for entertainment, friend communication, and content consumption. Over 57% of Snapchat users engage in daily direct messaging, while 40% of TikTok users note that platform use negatively impacts their sleep. Additionally, 44% report that Snapchat positively benefits their real-world friendships.
Grade LevelDemographic
26%
24%
24%
26%
SexDemographic
63%
37%
High school on time graduation status in Greater Washingtonbroader proxyDemographic
19%
81%
First time e commerce shopping timingbroader proxyBehavioral
44%
56%
First time pandemic online shopping adoptionbroader proxyBehavioral
44%
56%
High school physical fight involvement in Greater Washingtonbroader proxyBehavioral
28%
72%
Brand Trust Relative to General Populationbroader proxyPsychographic
97%
3%
Global Population Social Media Usage Rateglobal proxyBehavioral
64%
36%
Global Internet Penetrationglobal proxyBehavioral
68%
32%
Global Social Media Usageglobal proxyBehavioral
64%
36%
Indonesia Internet Penetrationgeneral workforceBehavioral
74%
26%
Indonesia Social Media Usagegeneral workforceBehavioral
50%
50%
Primary Reasons for Social Media Usageglobal proxyPsychographic
100%
Social Media Usage Concernglobal proxyPsychographic
35%
65%
Perception of Marketing Relevanceglobal proxyPsychographic
43%
41%
16%
Tik tok daily direct messaging frequencyBehavioral
57%
43%
Snapchat Daily Posting FrequencyBehavioral
30%
70%
Perception of time spent on tik tokPsychographic
30%
70%
Impact of tik tok on sleep quantityPsychographic
40%
60%
Impact of Snapchat on FriendshipsPsychographic
44%
56%
Parental Views on Social Media Impact on Teen Mental HealthPsychographic
25%
8%
67%
Impact of tik tok content on self esteemPsychographic
