In the US, more Gen Zers use TikTok than Instagram
“Instagram’s user base is aging all the time,” said Debra Aho Williamson, lead eMarketer analyst at Insider Intelligence. “This year the fastest growing age group will be between 35 and 44 years.” [up 7.2%], while the gains will be much slower among teenagers between 12 and 17 [0.7%] and young adults 18 to 24 [2.0%]. However, Gen Z will still make up nearly three in ten users on Instagram [28.0%] this year so that advertisers can still find them on the platform. ”
Snapchat is now the leading social network in the US among Generation Z, with 42.0 million users in the group this year. While it will hold that position through 2025, TikTok will significantly narrow the gap by the end of the forecast period.
“TikTok has an incredibly strong commitment and loyalty among Generation Z. Members of this generation use it not only to chat, but increasingly to learn and discuss bigger issues like climate change, politics and news,” said Williamson . “Other social platforms also offer such content, but the unique video style and aesthetics of TikTok appeal to young people.”
We increased our user predictions for TikTok after the threat of a ban in the US subsided. The total number of users in the US will increase 18.3% this year to 78.7 million. As a result, TikTok is now well on its way to outperform Snapchat in terms of total users through 2023. At this point, TikTok will have 89.7 million users compared to 89.5 million on Snapchat.