Which social network ranked highest among Gen Z and Millennials in 2022?
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Raven Ruma
- . December 29, 2022
- . Update: December 29, 2022 8:38 pm
As 2023 approaches, it is time to assess which social platforms dominated in terms of popularity in 2018. Between TikTok, Twitter, and Meta, social players have done their utmost to woo younger generations; however, which ones have succeeded?
Some platforms have been able to attract more users compared to 2021 by offering more features, more ways to make money, and even more freedom. According to a study conducted by YPulse among 1,500 young users ages 13 to 39 in the United States and Canada, this is the case.
While Generations Z and Y use each platform for a specific purpose, YouTube remains their preferred platform. Despite a slight decline in usage from 74% in 2021 to 72% in 2022, the video-streaming website remains the most popular platform among young people.
Despite repeated scandals and controversies, two of Meta’s social networks are ranked among the top three. Facebook and Instagram, ranked second and third, respectively, are also experiencing a decline in usage among young members of Generations Z and Y. Similar to Facebook Messenger, which has experienced a 10% decline in usage, from 53% to 43%.
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WhatsApp, another platform owned by Mark Zuckerberg’s Meta group, ranks ninth, with 26% of respondents claiming to use it currently. Despite its position at the bottom of the list, WhatsApp is one of six platforms that have gained popularity among the young people surveyed over the past year. The platform improves by ten percentage points relative to 2021. Reddit has also accomplished this feat, increasing its usage among young people from 17% to 27%.
The YPulse Social Media Monitor report reveals differences between Generations Z and Y upon closer inspection. 69% of Millennials are Facebook users, compared to 37% of Generation Z. TikTok is a must-have for 69% of the younger generation compared to 49% of their elders. WhatsApp and Reddit’s success is primarily driven by Millennials, whereas Discord is more popular among Generation Z.
TikTok, for its part, continues to establish itself as one of the most popular platforms among young people, but its growth has slowed significantly in 2022, with usage reaching 55% in November 2022 compared to 48% a year earlier.
