Since its inception, they have become an essential part of interaction and communication between users, and although we all use these platforms to a greater or lesser extent to keep up with our friends, family and even the latest news, it is true that we use them differently according to different social groups and generations.
Teens prefer TikTok over other social networks
The 2022 Social Network Study carried out by and , reveals that generation Z is the one that uses the most social networks, but they are closely followed by the alpha generation, adolescents between the ages of 12 and 17.
Of course, the preference of certain social networks changes according to the generation in question. In this sense, the alpha generation has used 5.5 networks on average at some time, above all (92%), followed by Instagram (83%) and in third place (77%).
Closing the Top 5 of the social networks preferred by adolescents, we find YouTube (74%), (53%) and Facebook in last place (39%).
As we can see, the three generations covered by this study prefer WhatsApp in the first place, while the younger ones prefer TikTok in second place when the older generations prefer Instagram.
Regarding the intensity of use, generation z (1:28 hours) and millennials (1:16 hours) are the ones who spend the most time connected on social networks, however, the alpha generation is just as intensive as generation X , with an average of 1:03 hours per day, compared to 1:10 hours per day of use on a global average.
The use of social networks by all the generations included in the study is practically the same, however, in the alpha generation, entertainment (86%), interaction (74%) and information (36%) predominate, while the use of social networks as a means to follow the labor market is rather of the older generations: millennials (28%) and generation z (14%).
51% of Gen Alpha members say that social media influences their purchase
The use of social networks to find out about products and services is also more common among the youngest. The study reaffirms this fact by reporting that the 56% of users of the alpha generation usually look for information on social networks before making a purchase, just 4 percentage points lower than generation z.
Regarding the influence of these platforms at the time of conversion, 51% of the alpha generation users say they have been influenced by social networks in the purchase of products and/or services, just one percentage point below that of the alpha generation. z.
8 out of 10 users of the alpha generation follow influencers
Among all generations, alphas are the most likely to follow on their favorite social networks (78%), especially on Instagram (80%), TikTok (52%) and YouTube (44%)an average well above the 69% of Gen Z who follow these content creators, and of millennials (60%).
As strange as it may seem, the alpha generation is the one that has been in contact with it the least until now (15%), perhaps because the devices needed for it are not yet fully available to them, since the millennials (33%) is the generation that has entered this virtual universe the most, followed far behind by generation z (22%).
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