More niche platforms show even sharper gaps. Snapchat is used daily by 28% of Gen Z, compared to just 10% of older adults, while Reddit sees a smaller but still notable difference (19% vs. 12%).
Beyond frequency, intensity is also higher. Two in five Gen Z (41%) spend more than two hours per day on social media, compared to 23% of non-Gen Z adults.
Gen Z on social media: Influencers play a central role in discovery and decision-making
Social media is not just about consumption for Gen Z, it is a key discovery engine.
Nearly half (49%) say they follow influencers or celebrities, compared to 29% of older adults. This translates into product discovery: 40% of Gen Z say they discover new products via influencers, versus 26% of non-Gen Z.
Influence also extends into purchase decisions. A quarter of Gen Z (25%) agree that celebrity endorsements affect what they buy, more than double the share among older consumers (12%).
When it comes to specific creators, recognition and favorability are also significantly higher among Gen Z. For example, Markiplier (47% vs. 13%), Good Mythical Morning (43% vs. 12%) and MatPat (42% vs. 8%) all see large gaps in positive perception between Gen Z and older audiences. Even widely recognised creators like MrBeast show stronger appeal among Gen Z (35% vs. 20%).