Consumer Study: Nearly One-Third of Gen Z Use TikTok 4x or More Daily; Facebook only for Millennials, Gen Xers
NuVoodoo Media Services, a data-driven media research, marketing, digital and content intelligence provider, announces that its January VoodooVision Consumer Study revealed a massive increase in TikTok use by American 14-26 year-old respondents (known collectively as Generation Z). Nearly one-third of Gen Z respondents now use TikTok four times or more every day. In addition, the study found a surprising resurgence of Facebook use by Millennials and Gen Xers. The study is NuVoodoo’s first since Facebook made major changes to its algorithm to allow content to surface outside of friend connections in its feeds. Facebook is now surprisingly sticky among older generations, despite all the negative publicity surrounding the platform.
NuVoodoo kicks off a series of free webinars to present the complete results of the VoodooVision Consumer Study to the audio industry this Thursday, March 2nd, at 2:00pm EST/11:00am PST. The VoodooVision Consumer Study findings provide a guide to digital advertising and audio entertainment for marketers and are based on the company’s January interviews with over 5,300 14-54 year-old respondents from across the U.S. The VoodooVision Study includes insights on what audio platforms are commanding the lion’s share of consumer attention in 2023, what digital apps consumers are using the most, and how automotive infotainment systems are changing consumers’ audio usage in cars.
These and other findings will be presented to the audio industry at this Thursday’s webinar, and in two additional NuVoodoo webinars on Monday, March 6th at 12:00pm Eastern/9:00am Pacific, and on Tuesday, March 21st at 2:00pm Eastern/11:00pm Pacific. Register now for one of the three webinars at: https://nuvoodoo.com/webinars/. A recorded version of the presentation will be provided to all who register, whether they attend the live session or not. https://youtu.be/YgkGto3NlxM
The VoodooVision Consumer Study determined that TikTok is now the stickiest of all apps used by Generation Z, outpacing Instagram, YouTube, Snapchat and even Google in terms of chronic daily use. Nearly one in three members of Gen Z now take to TikTok’ing four times a day or more.
The study further found that despite all the negative publicity surrounding Facebook, more Millennials and Gen Xers use the Facebook app compulsively compared to YouTube. 29% of Millennials and 28% of Gen Xers check Facebook four times a day or even more often. This marks a major competitive shift since the Facebook platform changed its algorithm to allow popular content that does not depend on friend connections to show up in in a user’s feed.
When we lower the frequency of use threshold and consider the percentages of each Generation using these apps at least daily, TikTok now places in the top three among members of Gen Z, besting peer competitors Instagram and Snapchat. Only YouTube and Google command a greater percentage of Gen Zers using these apps once a day or more often.
Among Millennials and Gen X, Google, YouTube and Facebook remain dominant as the top three apps for at least daily use. Facebook is now 10 percentage points higher that YouTube for daily use among members of Gen X and nearly tied with YouTube among Millennials.
Carolyn Gilbert, Founder and President, NuVoodoo Media Services, said, “Advertisers know that successful digital campaigns must deliver BOTH reach and frequency. That’s why NuVoodoo constantly researches the marketplace to track trends. Whether your goal is to be effective targeting younger Americans on TikTok or older demographic groups on apps like Facebook, NuVoodoo gives clients confidence and arms them with timely intelligence, so they get the most bang for their marketing buck.”
Leigh Jacobs, Executive Vice President, Research Analysis, NuVoodoo Media Services, and webinar co-presenter, commented, “We’ve been surprised by Facebook’s resurgence, at better than six in ten in these generations using the app at least daily, nearly equaling the draw of YouTube among Millennials and far surpassing it among Gen Xers.”
PJ Kling, Vice President, Marketing, NuVoodoo Media Services, and webinar co-presenter, noted, “Last year, Facebook made significant changes to its algorithm. Rather than prioritize posts from accounts people follow, Facebook’s main feed is now more like TikTok, surfacing engaging posts regardless of where or from whom they come. And based on our new data, that strategy appears to be working.”