Has TikTok won the battle against Instagram? This however seems to indicate a new study focused more specifically on Generation Z. To which all platforms aspire, it is clear that the younger generation is taking the Chinese social network very seriously. But what are the reasons for this madness?
To study it, research company Forester conducted a survey of 4,602 participants, ages 12-17, between August and September 2021 in the United States. The study analyzed the weekly consumption of three social networks, TikTok, Snapchat and Instagram, among Generation Z.
After two years of resounding success, It’s no surprise that TikTok dominates the rankings. The Chinese social network is used by 63% of people aged 12-17 in the United States. He even offers himself the luxury of earning 13 points a year (50% of 12-17 people used Tiktok in 2020).
For Instagram, the results are not positive. The Meta group’s social network has lost four spots in one year, going from 61% in 2020 to 57% today. Only Snapchat maintains the same scores, standing at 54%.
Why does “Gen Z” like TikTok so much?
If TikTok has established itself in the United States among the youngest, then the authors of the study wondered about the reasons for this success: “ We asked parents to have a conversation with their 12-17 year olds about what they most specifically love about TikTok than their other social media choices. “They explain.
Young users said they enjoyed TikTok more than other platforms for its “fun” and entertaining aspect. For participants, the social network ” He has more fun videos ».
If this entertainment aspect is cited as one of the three reasons given by 12-17 year olds, the platform format will also be highlighted. With short videos And the endless show that keeps them engaged on the social network, young people use TikTok as a way to pass the time.
The participants also highlighted the positive aspect that has been transmitted on TikTok which allows them to express themselves freely. Some of them still state that they are motivated by the possibility of becoming famous. Many netizens watched their videos go viral and spread all over the world.
YouTube is still there
If TikTok overtakes Instagram, it’s not Generation Z’s preferred social network across all platforms. YouTube remains the most visited platform on a weekly basis, refers to the study Forester. 72% of 12-17 year olds say they use the video streaming platform every week. This is three points more than in 2020.
Despite everything, if TikTok wins the award among young users, then the social network is the least appreciated among parents, according to another Kaspersky study.
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