Instagram is the preferred social network of Gen Z

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30th, Social Media Day is celebrated , a celebration whose origin dates back to 2010, the year in which Peter Chasmore, founder of the news and technology portal Mashable, highlighted the fundamental role that these social platforms had been playing until now and that little by little they were becoming more relevant as a meeting point between people, as well as access to information and content of all kinds.

On the occasion of this day, GfK DAM, the official digital audience measurement system in Spain , has carried out an analysis on the use of social networks in our country, where currently almost 30 million users connect daily to these platforms, dedicating an average of 46 minutes a day, which represents a third of the time they spend surfing the Internet per day.

One of the data that the analysis has revealed, in terms of the sex of users , is that there is little difference in terms of very equal consumption, although it shows that women are more present and spend slightly more time on these platforms.

Considering the platforms most used by Spanish users, Meta continues to dominate the system: Facebook is positioned as the most visited social network with 33 million monthly users in May, however, Instagram is the social network in which users spend the most time, with a monthly average of 10 hours and 10 minutes per person.

On which social network is Generation Z most present?
Although TikTok is currently one of the most talked about social networks, especially when mentioning Generation Z as the predominant users within the platform. And although data on social media usage shows that all age segments are present on social media, Generation Z stands out especially as being the one that spends the most time on these platforms, having an average of 36 hours of use per month per person.

Although on many occasions it can be thought that TikTok is the preferred platform for this target , the truth is that Instagram is the preferred social network of this generation that includes users between 19 and 24 years old, being the one that they visit the most each month and, according to the analysis presented by GfK DAM, " 8 out of 10 centennials visited Instagram in the last month , which translates into more than 4.1 million", also showing itself as the social tool in which they invest the most time, specifically 18 hours and 17 minutes per month per person.

After Instagram, TikTok is the second most used social network among Generation Z with almost 3.6 million monthly users of this generation, on which each one spends an average of 16 hours and 2 minutes per month.

There are also other social networks that are used by Generation Z such as Facebook with more than 3 million users and X (Twitter) with 2.6 million users , however, the social network that, despite its decline in us bangladesh whatsapp lead e, is shown to be the social platform most related to GenZ, is BeReal , with centennials being 498% more related than the population average.

«Contrary to popular belief, TikTok is not the queen of social media for young people, but Instagram remains their benchmark. This is something that content creators and brands must undoubtedly take into account when defining their strategies to capture the attention of the Zs, who are not only caught by TikTok's algorithm, but also by the ephemeral content of Instagram stories or being able to stay in touch with their circles, which shows that community building and a sense of belonging are still important for young people,» says David Sánchez, Digital Solutions Director at GfK.

Generation Z's consumption habits on social media
As for the consumption habits of Generation Z, it is observed that access to social networks is stable throughout the week , although it increases during working days, specifically, Thursday is the favorite day for young people to use social networks. On the other hand, the time slot in which most browsing is shown is in the afternoons, between 1 and 6 p.m.

Taking into account the gender of Generation Z, parity is also highlighted, although a greater duration is shown by the female gender, who dedicate 37 hours and 41 minutes per month to these platforms, while the male gender uses an average of 33 hours and 44 minutes per user.

Although Instagram is the most popular social network for both genders, it is true that the female presence is greater with 2.1 million female users compared to 1.9 million male users . On the other hand, on X a male profile predominates while on Pinterest a female profile predominates.

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