SOCIAL AMERICA Insights into Millennial and Gen Z attitudes and perspectives toward social media in the U.S. POWERED BY Everybody at Cybersmile is very proud of our Social America report. For us as an organization, understanding the most current perspectives and concerns of multi-generational internet users means that we are able to focus our resources toward areas that ensure we continue to help people in the most effective ways, and in the places that they need it most. Recognizing the differences in use and perception of social media between Gen Z and Millennials gives us a powerful insight into how different generations are experiencing life online. This report provides valuable data that is essential for the development of preventative and reactive solutions for online abuse and harassment. Laura Lewandowski Chief Policy Officer, The Cybersmile Foundation STUDY OVERVIEW Alaska 10 QUESTIONS ASKED <1% NH <1% Age range WA 2% T <1% ME MT <1% ND <1% <1% OR 1% MN MA GEN Z MILLENNIALS NY 2% WI 3% ID <1% SD <1% MI 13 34 13-19 25-34 2% 8% WY <1% 3% RI IA 1% PA 4% DE <1% NE 1% <1% N 1% IL IN OH 3% CT CA UT 1% 4% 2% W A 1% Income range CO 2% <1% MD 12% KS 1% 3% 2% MO 2% KY 1% N NC 3% TN 2% 3% UNDER $20,000 — $1M+ AZ 2% NM 1% OK 1% AR 1% SC 1% MS AL GA LA 1% 1% 3% T 8% 1% FL Respondents Hawaii 7% <1% 20,067 Sex 33% 0% 4% 8% 12% MALE 67% FEMALE 3 Q1. WHAT IS YOUR FAVORITE SOCIAL MEDIA PLATFORM? Total 44% Instagram 18% Snapchat 13% Facebook 10% Twitter 8% YouTube 2% TikTok 2% Pinterest 2% Other 1% Tumblr 4 Generation Z Millennials 39% Instagram 47% Instagram 26% Snapchat 19% Facebook 12% Twitter 11% Snapchat 10% YouTube 8% Twitter 5% Facebook 7% YouTube 4% TikTok 3% Pinterest 2% Pinterest 1% TikTok 1% Tumblr 1% Tumblr 1% Other 1% Facebook Messenger 1% WhatsApp 1% Other 5 Q2. WHICH SOCIAL MEDIA PLATFORM DO YOU THINK IS MOST RELEVANT TO YOUNG PEOPLE? Which social media platform do you think is MOST Which social media platform do you think is relevant to young people? LEAST relevant to the young folks? Total 41% Instagram 27% Snapchat 11% TikTok 11% Twitter 4% YouTube 4% Facebook 2% Other 0% 25% 50% Which social media platform do you think is LEAST relevant to the young folks? Mill 6 Which social media platform do you think is MOST Which social media platform do you think is relevant to young people? LEAST relevant to the young folks? Generation Z 36% Instagram 32% Snapchat 12% Twitter 11% TikTok 5% YouTube 2% Facebook 2% Other 0% Which social media platform25% do you think is MOST 50% Which social media platform do you think is relevant to young people? LEAST relevant to the young folks? Which social media platform do you think is Millennials LEAST relevant to the young folks? Mill 45% Instagram 24% Snapchat 10% TikTok 9% Twitter 6% Facebook 4% YouTube 2% Other 7 0% 25% 50% Which social media platform do you think is LEAST relevant to the young folks? Mill Q3. WHICH SOCIAL MEDIA PLATFORM DO YOU THINK IS LEAST RELEVANT TO YOUNG PEOPLE? Which socialTotal media platformWhich social do youWhich media think social platform is media do platform you think do is you think is LEAST relevant to the LEASTyoung relevant folks?LEAST to therelevant young to folks? the young folks? 27% 25% 10% 7% 7% Facebook LinkedIn Skype Line WeChat 6% 4% 3% 2% 2% Pinterest Tumblr Twitter Facebook Messenger WhatsApp 2% 2% 2% 1% TikTok Instagram Other Snapchat 8 Which socialGeneration media platform Z do you think is MillennialsWhich social media platform do you think is Which social media platform do you think is LEAST relevant to the young folks? LEAST relevant to the young folks? Mill LEAST relevant to the young folks? Gen Z 33% 21% 8% 8% 7% 28% 22% 11% 8% 6% Facebook LinkedIn Skype WeChat Line LinkedIn Facebook Skype Pinterest Line 4% 4% 3% 3% 3% 5% 5% 4% 3% 2% Pinterest Tumblr Facebook Messenger WhatsApp Twitter WeChat Tumblr Twitter TikTok Facebook Messenger 2% 2% 1% 1% 2% 2% 1% 1% Instagram TikTok Snapchat Other WhatsApp Instagram Snapchat Other 9 Q4. WHICH SOCIAL MEDIA PLATFORM DO YOU THINK IS BECOMING LESS POPULAR? Total 32% Facebook 15% Tumblr 12% Skype 7% Snapchat 7% Twitter 7% Pinterest 3% WeChat 3% LinkedIn 3% Line 3% Instagram 3% WhatsApp 2% TikTok 2% Facebook Messenger 1% YouTube 0% Other Persky logo small 10 0% 20% 40% Generation Z Millennials 31% Facebook 33% Facebook 17% Tumblr 14% Tumblr 11% Skype 12% Skype 7% Pinterest 9% Snapchat 6% Twitter 8% Twitter 6% Snapchat 6% Pinterest 4% WeChat 3% WeChat 4% Instagram 3% Line 3% LinkedIn 3% LinkedIn 3% Line 2% WhatsApp 3% WhatsApp 2% TikTok 2% TikTok 2% Instagram 2% Facebook Messenger 1% Facebook Messenger 1% YouTube 1% YouTube 0% Other 1% Other 0% 20% 40% 0% 20% 40% 11 Q5. WHICH SOCIAL MEDIA PLATFORM IS GROWING THE FASTEST IN TERMS OF POPULARITY? Total 43% TikTok 25% Instagram 14% Snapchat 8% Twitter 4% YouTube 3% Facebook Instagram Snapchat Facebook Twitter Youtube Tiktok Pinterest Tumblr 1% WhatsApp 1% Pinterest Instagram Snapchat Facebook Twitter Youtube Tiktok Pinterest Tumblr 1% other 1% Other Facebook WhatsApp 0% WeChat Skype Line LinkedIn Messenger 1% other Facebook WhatsApp 0% WeChat Skype Line LinkedIn Messenger 12 Instagram Snapchat Facebook Twitter Youtube Tiktok Pinterest Tumblr 1% other Facebook WhatsApp 0% WeChat Skype Line LinkedIn Messenger Generation Z 51% TikTok 19% Instagram 14% Snapchat 9% Twitter 3% YouTube Instagram Snapchat Facebook Twitter Youtube Tiktok Pinterest Tumblr 2% Facebook Millennials 1% WhatsApp 37% TikTok 31% Instagram 1% Other 1% other Facebook WhatsApp 0% WeChat Skype Line LinkedIn Messenger Instagram Snapchat Facebook Twitter Youtube Tiktok Pinterest Tumblr 14% Snapchat 6% Twitter Instagram Snapchat Facebook Twitter Youtube Tiktok Pinterest Tumblr 4% Facebook 1% other Facebook WhatsApp 0% WeChat Skype Line LinkedIn Messenger 4% YouTube 2% Other WhatsApp 1% other Instagram Snapchat Facebook Twitter Youtube Tiktok Pinterest Tumblr Facebook 0% WeChat Skype Line LinkedIn Messenger 1% WhatsApp Instagram Snapchat Facebook Twitter Youtube Tiktok Pinterest Tumblr 1% Pinterest 13 Instagram Snapchat Facebook Twitter Youtube Tiktok Pinterest Tumblr 1% other Facebook WhatsApp 0% WeChat Skype Line LinkedIn Messenger 1% other Facebook WhatsApp 0% WeChat Skype Line LinkedIn Messenger 1% other Facebook WhatsApp 0% WeChat Skype Line LinkedIn Messenger Instagram Snapchat Facebook Twitter Youtube Tiktok Pinterest Tumblr 1% other Facebook WhatsApp 0% WeChat Skype Line LinkedIn Messenger Q6. WHICH SOCIAL MEDIA PLATFORM HAS THE BIGGEST PROBLEM WITH CYBERBULLYING AND ONLINE ABUSE? Total 26% Instagram 26% Facebook 24% Twitter 12% Snapchat 5% YouTube 3% TikTok 2% Other 1% Tumblr 0 5 10 15 20 25 30 1% Facebook Messenger 0% 5% 10% 15% 20% 25% 30% Instagram Snapchat Facebook Twitter Youtube Tiktok Pinterest Tumblr 1% other Facebook WhatsApp 0% WeChat Persky logo small Skype Line LinkedIn Messenger 14 0 5 10 15 20 25 30 35 Generation Z 32% Instagram 25% Twitter 16% Snapchat 15% Facebook Millennials 5% YouTube 35% Facebook 4% TikTok 23% Twitter 1% Other 22% Instagram 1% Tumblr 0 5 10 15 20 25 30 9% Snapchat 1% Facebook Messenger 5% YouTube 0% 5% 10% 15% 20% 25% 30% 35% 2% TikTok Instagram Snapchat Facebook Twitter Youtube Tiktok Pinterest Tumblr 1% Tumblr 1% Facebook Messenger 0 5 10 15 20 25 30 1% other Facebook WhatsApp 0% WeChat 1% WhatsApp Skype Line LinkedIn Messenger 1% Other Instagram Snapchat Facebook Twitter Youtube Tiktok Pinterest Tumblr 0% 5% 10% 15% 20% 25% 30% 35% 1% other Facebook WhatsApp 0% WeChat Skype Line LinkedIn Messenger 15 Q7. WHICH SOCIAL MEDIA PLATFORM HAS THE LEAST AMOUNT OF CYBERBULLYING AND ONLINE ABUSE? Total 30% Pinterest 13% LinkedIn 12% Snapchat 8% Instagram 7% TikTok 7% Facebook 5% Skype 5% YouTube 4% Twitter Instagram Snapchat Facebook Twitter Youtube Tiktok Pinterest Tumblr 3% Tumblr 2% WhatsApp 1% other 2% Other Facebook WhatsApp 0% WeChat Skype Line LinkedIn Messenger Instagram Snapchat Facebook Twitter Youtube Tiktok Pinterest Tumblr 1% Facebook Messenger Instagram Snapchat Facebook Twitter Youtube Tiktok Pinterest Tumblr 1% Line 1% other Facebook WhatsApp 0% WeChat Skype Line LinkedIn Messenger WhatsApp 1% other 16 Facebook WhatsApp 0% WeChat Skype Line LinkedIn Messenger Instagram Snapchat Facebook Twitter Youtube Tiktok Pinterest Tumblr 1% other Facebook WhatsApp 0% WeChat Skype Line LinkedIn Messenger Generation Z Millennials 28% Pinterest 32% Pinterest 12% Snapchat 16% LinkedIn 8% TikTok 12% Snapchat 8% Facebook 8% Instagram 8% LinkedIn 6% Facebook 8% Instagram 5% TikTok 6% YouTube 4% Skype 5% Skype 4% YouTube 5% Twitter 3% Twitter Instagram Snapchat Facebook Twitter Youtube Tiktok Pinterest Tumblr 3% Tumblr 3% Tumblr Instagram Snapchat Facebook Twitter Youtube Tiktok Pinterest Tumblr 3% WhatsApp 3% Other 3% Other 1% other 2% WhatsApp Facebook WhatsApp 0% Instagram Snapchat FacebookFacebook Twitter Youtube Tiktok Pinterest Tumblr WeChat Instagram Snapchat Twitter Youtube Tiktok Pinterest Tumblr InstagramSkype SnapchatLine FacebookLinkedIn Twitter YoutubeMessenger Tiktok Pinterest Tumblr Instagram Snapchat Facebook Twitter Youtube Tiktok Pinterest Tumblr 2% Facebook Messenger 1% other Facebook WhatsApp 0% WeChat 1% Facebook Messenger Skype Line LinkedIn Messenger InstagramInstagram SnapchatSnapchat FacebookFacebook Twitter Twitter Youtube Youtube TiktokTiktok PinterestPinterest TumblrTumblr Instagram Snapchat Facebook Twitter Youtube Tiktok Pinterest Tumblr 1% Line Instagram Snapchat Facebook Twitter Youtube Tiktok Pinterest Tumblr 1% Line WhatsAppWhatsApp 1%1% other other WhatsApp 1% other FacebookFacebook 0%0% Facebook 1% other 0% Skype Line LinkedIn WeChatWeChat WeChat Facebook WhatsApp 0% Skype Line LinkedIn MessengerMessenger Skype Line LinkedIn WeChat Messenger Skype Line LinkedIn Messenger 1%1% other other FacebookFacebook WhatsAppWhatsApp 0%0% WeChatWeChat WhatsApp 1% other Skype LineLine LinkedInLinkedIn MessengerMessenger Facebook Tiktok Facebook WhatsApp 0% Instagram Snapchat Facebook Twitter Instagram Youtube Snapchat Tiktok Pinterest Twitter Tumblr Youtube Skype PinterestLine LinkedInTumblr WeChat Skype Line LinkedIn Messenger 17 1% other WhatsApp 1% other Facebook WhatsApp 0%Facebook 0% WeChat WeChat Skype Line LinkedIn Skype MessengerLine LinkedIn Messenger Q8.