Weekly TikTok usage is surging among young Americans while the group’s weekly usage on Instagram declines, according to new Forrester data.
The Forrester Analytics Consumer Technographics US Youth Survey 2021 shows that TikTok usage among US Gen Z jumped from 50 percent to 63 percent year-over-year whereas Instagram weekly usage declined from 61 percent last year to 57 percent this year. Snapchat remained stagnant at 54 percent.
Forrester asked parents to find out from their 12 to 17-year-olds what about TikTok they enjoy more than other social media platforms, and it came down to these three factors:
Entertainment Value
Respondents frequently used the word “fun” and “funny” when discussing TikTok, with one saying TikTok “has funnier videos.”
Short-Form Variety
Given the platform’s endless scroll of short clips, US-based Gen Zers view TikTok as a fun way to pass the time.
Positive Self Expression
Several Gen Z respondents cited the “positivity of TikTok” and emphasized their ability to freely express themselves on the app, some of who are aspiring creators.
Still, Forrester’s data show that YouTube is the top social media app among Gen Z in terms of weekly usage, with 72 percent of respondents saying they use the platform at least weekly, marking a three-point increase from 2020.