"Overall, YouTube has proved to be the most used platform by both UK and US consumers (88% and 89% respectively). In the UK, YouTube is the number one platform of choice for Gen Z, being used by 93% of consumers. Whilst YouTube is the most popular platform in the US across all generations, with Meta nipping at its heels, Millennials are the generation using YouTube the most (93%)."
"Gen Z mainly share ads that they consider funny (59%) or creative (57%). It appears that for the youngest generation sharing represents a way of expressing themselves to family and friends. Millennials and Gen X, on the other hand, share ads especially when they think the content will be relevant to their friends or family members. They have, so to speak, more 'traditional' sharing habits."
UK and US consumers show very similar social media behaviours, enabling cross-market advertising strategies. YouTube is the most used platform in both countries (88% UK, 89% US), leading among UK Gen Z (93%) and US Millennials (93%). Meta is close behind YouTube in the US and dominates digital social shopping through Image Ads in both markets. TikTok and Snapchat trail in overall usage across generations. UK Gen Z share video ads mainly when ads are funny (59%) or creative (57%), while UK Millennials and Gen X share ads they deem relevant to friends and family. In the US, all generations primarily share ads considered relevant (around 56–58%).
Read at The Drum
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