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Gen Z, born roughly between 1996 and 2012, are true digital natives. They are the first generation to grow up with the internet and smartphones as an integral part of daily life, and data from YouGov Profiles reflects this. Gen Z spend more time on social media, are more influenced by creators, and are more likely to discover brands through these platforms than older audiences.
Usage trends: Gen Z are heavier and more frequent social media users
YouTube remains the most widely used platform among Gen Z, with 62% of Gen Z using it daily, compared to 51% of non-Gen Z adults. Instagram (56% vs. 34%) and TikTok (41% vs. 23%) also see significantly higher daily usage among younger users.
More niche platforms show even sharper gaps. Snapchat is used daily by 28% of Gen Z, compared to just 10% of older adults, while Reddit sees a smaller but still notable difference (19% vs. 12%).
Beyond frequency, intensity is also higher. Two in five Gen Z (41%) spend more than two hours per day on social media, compared to 23% of non-Gen Z adults.
Gen Z on social media: Influencers play a central role in discovery and decision-making
Social media is not just about consumption for Gen Z, it is a key discovery engine.
Nearly half (49%) say they follow influencers or celebrities, compared to 29% of older adults. This translates into product discovery: 40% of Gen Z say they discover new products via influencers, versus 26% of non-Gen Z.
Influence also extends into purchase decisions. A quarter of Gen Z (25%) agree that celebrity endorsements affect what they buy, more than double the share among older consumers (12%).
When it comes to specific creators, recognition and favorability are also significantly higher among Gen Z. For example, Markiplier (47% vs. 13%), Good Mythical Morning (43% vs. 12%) and MatPat (42% vs. 8%) all see large gaps in positive perception between Gen Z and older audiences. Even widely recognised creators like MrBeast show stronger appeal among Gen Z (35% vs. 20%).
Brands where Gen Z are more likely to consider than older consumers
Gen Z are more likely than older consumers to consider certain brands across categories.
In apparel, brands such as Nike (48% vs. 37%), adidas (40% vs. 29%) and Vans (24% vs. 15%) see higher consideration among Gen Z than older consumers.
In beauty and skincare, brands such as CeraVe (38% vs. 25%), Ulta Beauty (21% vs. 14%) and Fenty (14% vs. 5%) also show stronger consideration among Gen Z.
Even in categories like soft drinks, where brands are more established, Gen Z still shows higher consideration for brands such as Sprite (36% vs. 24%) and Fanta (22% vs. 13%).
Social media is a primary touchpoint for Gen Z
Taken together, the data shows that social media is not just one of many channels for Gen Z, it is a central environment where discovery, influence and brand engagement happens.
Higher daily usage, greater time spent, stronger connections to influencers and higher responsiveness to endorsements all point to a generation that is both reachable and open to influence.
Methodology: YouGov Profiles is based on continuously collected data through rolling surveys, rather than a single limited questionnaire. Figures are drawn from responses collected between March 2025 – March 2026, using a 52-week dataset updated weekly. Data is nationally representative of adults (18+) in the US and weighted by age, gender, education, region, and race.