New data from eMarketer gives us some insight into the digital and social media behavior of adults and Gen Z. 

In the US, TikTok is the most-used social media platform, with adults spending 55.8 minutes/day on it. YouTube is second at 47.5 minutes/day (this includes watching YouTube on any device, including YouTube TV). Facebook (30.2 minutes/day) and Reddit (23.6 minutes/day) are at the least used. Of the total time adults spend on social networks in 2023, 56.3% of their time will be spent watching videos.

Gen Z adults are more attentive to social media ads than are adults in general in the US. Adults overall in the US pay more attention to TV ads and online ads.