Only 41% use Facebook, though less frequently than the other two.
To help brands peek behind the eyes of Millennial and Gen Z consumers as they use social media to interact with brands, Dretsch conducted market research with hundreds of these users in the Poole College of Management’s Consumer Behavior Lab. She notes that brands believe Gen Zers are switching away from Instagram to TikTok. However, her data suggests this is not the case. Dretsch observed that 90% use Instagram daily and, of those, 68% use TikTok in addition to Instagram (only 2% use TikTok and not Instagram). Only 41% use Facebook, though less frequently than the other two.