Products

EMARKETER delivers leading-edge research to clients in a variety of forms, including full-length reports and data visualizations to equip you with actionable takeaways for better business decisions.
PRO+
New data sets, deeper insights, and flexible data visualizations.
Learn More
Reports
In-depth analysis, benchmarks and shorter spotlights on digital trends.
Learn More
Forecasts
Interactive projections with 10k+ metrics on market trends, & consumer behavior.
Learn More
Charts
Proprietary data and over 3,000 third-party sources about the most important topics.
Learn More
Industry KPIs
Industry benchmarks for the most important KPIs in digital marketing, advertising, retail and ecommerce.
Learn More
Briefings
Client-only email newsletters with analysis and takeaways from the daily news.
Learn More
Analyst Access Program
Exclusive time with the thought leaders who craft our research.
Learn More

About EMARKETER

Our goal is to unlock digital opportunities for our clients with the world’s most trusted forecasts, analysis, and benchmarks. Spanning five core coverage areas and dozens of industries, our research on digital transformation is exhaustive.
Our Story
Learn more about our mission and how EMARKETER came to be.
Learn More
Methodology
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More
Our People
Take a look into our corporate culture and view our open roles.
Join the Team
Contact Us
Speak to a member of our team to learn more about EMARKETER.
Contact Us
Newsroom
See our latest press releases, news articles or download our press kit.
Learn More
Advertising & Sponsorship Opportunities
Reach an engaged audience of decision-makers.
Learn More
Events
Browse our upcoming and past events, recent podcasts, and other featured resources.
Learn More
Podcasts
Tune in to EMARKETER's daily, weekly, and monthly podcasts.
Learn More

More Millennials, Gen Z Are Using Social Apps

Younger internet users are spending more time on social apps this year, according to a May 2018 survey from social video marketing agency VidMob.

And no one more so than Gen Z.

Of the 1,000 US internet users surveyed, more than half (56%) of Gen Zers, ages 16 to 24, said they had increased their use of Snapchat in the past year, and another 55% of respondents said they are using Instagram more.

And those weren't the only mobile apps where usage increased. The largest share (59%) of Gen Z respondents said they use their YouTube app a lot more than they did a year prior.

In contrast fewer millennials increased their usage on these apps that much—though the figures are still significant. Roughly four in 10 said they use Snapchat more than they did a year ago, and half of the millennials surveyed said they use Instagram more.

That makes sense though. Younger uses, particularly teens, are heavier users of Snapchat than their older cohorts.

In 2016, Snapchat surpassed Facebook as the most popular social network among US teens, according to our estimates. In fact, it will continue to add users ages 12 to 17, while Facebook will continue to lose users in that cohort.

We estimate Snapchat will add 1.2 million new US users in that age group by 2022, while Facebook will lose 2.2 million.