The latest addition to the world of social networks, TikTok has carved out a special place for itself with a target group that everyone is buzzing about: 15-25 year-olds. According to Y Pulse, an agency specialized in understanding the behavior of Gen Z and Millenials, this is the platform on which young consumers spend the most time every day.
If Instagram and its slick aesthetic have appealed to Millenials, young Zs have quickly shown an attachment to the (short) video format offered by TikTok. They see this platform as “a global source where they can find information on wellness, fashion, food, politics, beauty…. told by young people their own age.”
According to YPulse, this love of TikTok is a recent development: in 2022, 15-25 year olds spent most of their time on YouTube. Today, 76% of them visit TikTok (versus 69% last year).
An everyday platform
“As well as being the platform most used by Generation Z, it’s also the one that young people are most likely to use every day, to a large extent. Among social media users (i.e. 98% of Gen Z and Millennials), 63% of 15-25 year-olds say they log on to TikTok daily, while YouTube comes in second place with 47%.”
They spend an average of three (45%) to five hours (18%).
The advent of the short format?
Designed for scrolling, TikTok is a platform that young consumers describe as addictive. They seek out viral content and even advertisements. However, they still enjoy watching longer videos on YouTube, as long as the subject is well …
