"Social media use peaked in 2022 and has since been in decline, with the biggest drop in the developed world occurring among Gen-Z and Millennial users."
"Four-fifths of Gen-Z and Millennial adults in the U.S. wish they could easily 'disconnect,' with many swapping touching screens for touching grass."
"If habitual social media use is prevented from developing early, then it will never develop for an as-yet unknown proportion of the population."
"Predicted growth in social media ad spend remains in double digits, with big-name brands like Unilever pledging to continue investing."
Social media engagement has plateaued, with significant declines noted among Gen-Z and Millennials. These younger generations are increasingly seeking to disconnect from digital platforms, with many expressing a desire to limit screen time. Legislative measures, such as social media bans for teens, are gaining bipartisan support, indicating a shift in societal attitudes towards social media use. Despite these trends, advertisers continue to forecast growth in social media ad spending, unaware of the changing landscape and user engagement dynamics.
Read at Forbes
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