Social media usage has experienced a significant decline since its peak in 2022. Adults are now spending less time on social platforms, with a notable drop of almost 10% in daily usage from 2022 to 2024. This trend is most pronounced among teenagers and young adults, indicating a shift in how these platforms are used. The traditional use of social media to connect with friends and express oneself has decreased by more than a quarter since 2014, according to GWI's analysis. However, reflexive scrolling to fill spare time has increased, suggesting a move towards mindless rather than mindful engagement.
North America is an exception, with social media consumption continuing to rise and surpassing European levels by 15% by 2024. Meanwhile, platforms like TikTok and Instagram are seeing increased usage for search purposes, especially among Gen Z. For instance, 86% of Gen Z users search on TikTok weekly, second only to Google's 90%. This shift in behavior signals a broader change in how social media is perceived and used.
Moreover, concerns about privacy and data collection have grown. A recent audit by Incogni ranks Discord as the least privacy-invasive platform, while Meta's apps and TikTok are considered the most risky. This highlights a growing awareness among users about the privacy implications of social media use.
As social media continues to evolve, it is crucial for listeners to stay informed about these changes and consider how they engage with these platforms.
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