美國各階層對社會媒體的態(tài)度分析報告-培訓課件外文版2024.4

INDUSTRIES

&

MARKETSSocialmediaattitudesbygenerationintheUnitedStatesCHAPTER

01OverviewNumberofinternetandsocialmediausersintheUnitedStatesasofJanuary2023(inmillions)UnitedStates:digitalpopulationJanuary2023350300250200150100500InternetusersSocialmediausers4Description:AsofJanuary2023,therewereapproximately311millioninternetusersintheUnitedStates.Meanwhile,around246millionweresocialmediausers.Asofthethirdquarterof2022,over90percentofU.S.internetusersaccessedtheinternetviaanymobilephone.ReadmoreNote(s):UnitedStates;January2023Source(s):DataReportal;GWI;Meltwater;WeAreSocialNumberofsocialmediausersintheUnitedStatesfrom2019to2028(inmillions)SocialmediausersintheUnitedStates2019-2028350331.09327.22323.07318.58313.68308.27302.25295.48288.0330025020015010050278.35020192020202120222023*2024*2025*2026*2027*2028*5Description:ThenumberofsocialmediausersintheUnitedStateswasforecasttocontinuouslyincreasebetween2024and2028byintotal22.8millionusers(+7.4percent).Aftertheninthconsecutiveincreasingyear,thesocialmediauserbaseisestimatedtoreach331.09millionusersandthereforeanewpeakin2028.Notably,thenumberofsocialmediausersofwascontinuouslyincreasingoverthepastyears.

ReadmoreNote(s):UnitedStates;2019to2028;internetuserswhouseasocialnetworksiteviaanydeviceatleastoncepermonth;*ForecastReadmoreSource(s):SocialnetworkuserpenetrationintheUnitedStatesfrom2019to2028UnitedStates:socialnetworkpenetration2019-2028120%100%80%60%40%20%0%95.09%95.71%94.4%93.59%92.65%91.56%90.28%88.75%87.02%84.59%20192020202120222023202420252026202720286Description:ThesocialmediapenetrationrateintheUnitedStateswasforecasttocontinuouslyincreasebetween2024and2028byintotal4.2(+4.59percent).Aftertheninthconsecutiveincreasingyear,thepenetrationrateisestimatedtoreach95.71andthereforeanewpeakin2028.Notably,thesocialmediapenetrationrateofwascontinuouslyincreasingoverthepastyears.ReadmoreNote(s):UnitedStates;2019to2028;*Forecast.Internetuserswhouseasocialnetworksiteviaanydeviceatleastoncepermonth.ReadmoreSource(s):DailysocialmediausageintheUnitedStatesasofNovember2022,bygenerationU.Ssocialmediadailyengagement2022,bygenerationShareofrespondentsAdults15%GenZers20%0%5%10%25%30%35%40%20%Lessthan1hour1hour4%16%17%9%2hours14%12%3hours17%16%10%4hours18%Morethan4hoursDonotuse38%7%2%7Description:Accordingtoa2022surveyconductedintheUnitedStates,38percentofGenerationZrespondentsreportedspendingmorethanfourhoursonsocialmediadaily-almostdoubletheamountoftimeadultsofothergenerationsspentonsocialmediadaily.Overall,oneinfiveadultsspentlessthanonehourperdayonsocialmedia.ReadmoreNote(s):UnitedStates;November2to4,2022foradultsandNovember2to8,2022amongGenZusers;13yearsandolder;dailyusageSource(s):MorningConsultCHAPTER

02SocialcommerceTypesofsocialmediaaccountsshoppersfollowedandpurchasedfromworldwideasof2ndquarter2022,bygenerationSocialmediaaccountsusersfollowedandpurchasedfrom2022,bygenerationBrandsInfluencers50%Retailers51%70%60%50%40%30%20%10%0%59%55%54%52%47%41%39%35%25%9%GenZ(18-25)Millennials(26-41)GenX(42-57)BabyBoomers(58-76)9Description:Accordingtoaglobalsurveyconductedin2022,59percentofMillennialsfollowedandpurchasedgoodsfromthesocialmediaaccountsofbrands.Overall,47percentofGenZusersfollowedandpurchasedfrominfluencers,whilstjustninepercentofBabyboomersdid.Additionally,overhalfofrespondentsbelongingtotheGenXagegroupfollowedandpurchasedfromthesocialmediaaccountsofretailers.

ReadmoreNote(s):Worldwide;August2022;14,114respondents;18yearsandolderSource(s):InsiderIntelligence;KlarnaTypesofsocialmediaaccountsshoppersfollowedandpurchasedfromintheUnitedStatesin2ndquarter2023,bygenerationalcohortSocialmediaaccountsusersfollowedandboughtfromintheU.S.2023,bygenerationInfluencers75%BrandsRetailers80%70%60%50%40%30%20%10%0%72%66%60%59%55%55%52%51%50%26%16%GenZ(18-26)Millennials(27-42)GenX(43-58)BabyBoomers(59-77)10Description:Accordingtoa2023survey,millennialshoppersintheU.S.,meaningthosebetweentheagesof18and25,exhibitedthehighestinclinationtobothfollowandmakepurchasesthroughinfluencers'socialmediaaccounts.Boomers,ontheotherhand,displayedapreferenceforretaileraccounts,whileallotheragecohortsleanedtowardsfollowingandengagingwithbrandaccountsonsocialmedia.ReadmoreNote(s):UnitedStates;Q22023;18-77yearsSource(s):Klarna;NepaLeadingproductrecommendationsourcesaccordingtoconsumersintheUnitedStatesasofAugust2022,bygenerationMainpurchaserecommendationsourcesintheU.S.2022,bygenerationOverallGenerationZandMillennialGenerationXBoomerandolder90%80%70%60%50%40%30%20%10%0%FamilyClosefriendsAcquaintancesSomeonethatworksinthestore/forthecompanyCompaniesorbrandsonsocialmediaAreviewsiteGroupsonsocialmediaIndividualinfluencersonsocialmedia11Description:AccordingtoasurveyconductedamongconsumersintheUnitedStatesinAugust2022,71percentofrespondentssaidtheyhadpurchasedproductsorservicesbasedonrecommendationsfromfamily,while66percentsaidtheydidsobasedonsuggestionsfromclosefriends.GenXrespondentswerethosemostinclinedtowardsfollowingtherecommendationsoffamilyandfriends.Incontrast,GenZandMillennialrespondentsweremorelikelytoadheretotheendorsementsof[...]

ReadmoreNote(s):UnitedStates;August23and24,2022;1,116respondents;18yearsandolderSource(s):Ipsos;MarketingChartsPercentageofconsumerswhosupportedbrandsusinggenerativeartificialintelligence(AI)tocreateadsorcontentintheUnitedStatesasofMarch2023,bygenerationConsumersupportforusageofgenerativeAItocreateadsU.S.2023,bygeneration73%70%59%58%60%50%40%30%20%10%0%43%GenerationZMillennialsGenerationXBabyboomers12Description:DuringaMarch2023surveyconductedamongconsumersintheUnitedStatesaged18andabove,73percentofMillennialrespondentssaidtheysupportedbrandsusingartificialintelligence(AI)tocreateadsorcontent.Conversely,43percentofrespondingboomerssaidthesame.ReadmoreNote(s):UnitedStates;March15,2023;1,000respondents;18yearsandolderSource(s):Dentsu;TolunaCorporateExpecteduseofsocialmediainholidayshoppingintheUnitedStatesinfrom2020to2022,bygenerationalcohortExpectedsocialmediausageinholidayshoppingintheU.S.2020-2022,bygeneration20202021202270%60%50%40%30%20%10%0%60%56%49%46%46%44%28%25%22%15%12%10%10%9%9%GenZMillennialsGenXBoomersSeniors13/statistics/1346049/usage-of-social-media-for-holiday-shopping-generationSocialmediauseamongU.S.Americanconsumersforholidayshoppinghasbecomemorepopularinrecentyears.In2022,sixofeverytenGenZshoppersintendedtousesocialmediafortheirholidayshopping,upfrom49percentinthepreviousyear.ReadmoreNote(s):UnitedStates;2020

to2022;4,594consumers;18yearsandolderSource(s):DeloitteCHAPTER

03OnlinesafetyShareofadultsintheUnitedStateswhothinkthattechcompaniesshouldberesponsibleforcontentfoundontheirplatformsasofApril2023U.S.adultsoncompaniesbeingresponsibleforcontentfoundontheirplatforms202380%70%60%50%40%30%20%10%0%67%12%Companiesshouldremaincompletelyimmunetolawsuitsrelatedtocontent

Companiesshouldbelegallyliableforsomeorallcontentfoundontheirfoundontheirplatforms

platforms15Description:AccordingtoasurveyconductedinApril2023,12percentofadultsintheUnitedStatesthoughtthattechcompaniesshouldbecompletelyimmunetolawsuitsrelatedtocontentfoundontheirplatforms.Additionally,67percentofU.S.adultsfeltthattheyshouldbelegallyliableforsomeorallcontentpublishedontheirplatforms.Moreover,45percentofadultsintheU.S.reportedhavingheardnothingatallaboutSection230,alegalprovisionthatprovidesimmunityforcompaniesin[...]

ReadmoreNote(s):UnitedStates;March31toApril2,2023;2,200respondents;18yearsandolderSource(s):MorningConsultShareofadultsintheUnitedStatesonhowmuchtheyhaveseen,read,orheardaboutSection230asofApril2023,bygenerationU.S.adultsawarenessofSection230in2023,bygenerationShareofrepondentsAlotSomeNotmuchNothingatall60%0%20%40%80%100%120%GenerationZadultsMillennials7%28%28%37%19%28%18%35%GenerationX12%21%20%47%Babyboomers

3%17%24%56%16Description:AsofApril2023,37percentofGenerationZadultsintheUnitedStateshadheardnothingatallaboutSection2023,alegalprovisionthatprotectstechcompaniesfrombeingheldliableforcontentpostedbyusersoftheironlineservices.Overall,justsevenpercentofGenZadultsintheU.S.hadalotofawarenessaboutthelegalpolicy.AwarenessamongstMillennialswasslightlyhigher.AlthoughSection230protectstechcompaniestoanextent,techfirmsare,however,requiredtoremove[...]

ReadmoreNote(s):March31toApril2,2023;2,200respondents;18yearsandolderSource(s):MorningConsultOpinionsofadultsintheUnitedStatesonwhethersocialmedianewsecuritymeasuresandadditionalfeaturesaregoingintherightorwrongdirectionasofJanuary2023,bygenerationU.S.adultsonsocialmediachangestosecurity2023,bygenerationWrongtrackRightdirection53%70%60%50%40%30%20%10%0%62%62%56%53%47%47%44%38%38%AllU.S.adultsGenZadultsMillennialsGenXersBabyboomers17Description:AccordingtoasurveyconductedintheUnitedStatesinJanuary2023,53percentofadultsstatedthattheyfeltchangesonsocialmediaplatforms,suchasnewsecuritymeasuresandadditionalfeatures,weregoinginthewrongdirection.Overall,GenZadultswerethemostpositiveaboutnewsecuritymeasuresandfeaturesonsocialmedia,with62percentbelongingtothisgenerationreportingthattheythoughtchangesweregoingintherightdirection.Moreover,BabyBoomerswerethe[...]

ReadmoreNote(s):UnitedStates;January20to22,2023;2,200respondents;18yearsandolderSource(s):MorningConsultShareofadultsintheUnitedStateswhothinkthatsocialmediaplatformsshouldhavestrictercontentmoderationpoliciesasofMay2022,byagegroupU.S.useropinionsonthesocialmediacontentmoderationpolicies2022,byageShareofrespondentsDon`tknow/NoopinionSocialmediaplatformsshouldhaveloosercontentmoderationpoliciesSocialmediaplatformsshouldnotchangetheircontentmoderationpoliciesSocialmediaplatformsshouldhavestrictercontentmoderationpolicies0%5%10%15%20%25%23%30%35%40%45%50%55%23%18-34years35-44years25%29%18%27%27%27%20%20%19%23%45-64years37%19%65yearsandolder13%48%18Description:AccordingtoaMay2022surveyofusersintheUnitedStates,nearly30percentofusersbetween18and34yearsthoughtsocialmediaplatformsshouldhavestrictercontentmoderationpolicies.Around23percentsaidsocialmediaplatformsshouldhaveloosercontentmoderationpolicies.Accordingto27percentofrespondentsbetween35and44years,socialmediaplatformsshouldkeeptheircontentmoderationpoliciesthesame.

ReadmoreNote(s):UnitedStates;April30toMay3,2022;2,210respondents;18yearsandolderSource(s):MorningConsultShareofsocialmediausersintheUnitedStateswhofeelthatFacebookprotectstheirprivacyanddataasofSeptember2022,bygenerationU.S.socialmediausersonFacebookprotectingtheirdata2022.bygenerationShareofrespondents202215%20210%5%10%20%25%30%35%18%GenZMillennialsGenX28%28%29%19%28%10%BabyboomersTotal21%18%27%19Description:AccordingtoaSeptember2022survey,18percentofsocialmediausersintheUnitedStatesfeltthatFacebookprotectedtheirprivacyanddata,downfrom27percentin2021.Overall,Millennialstrustedthesocialmediagiantthemostwiththeirdatain2022,whilstBabyboomersweretheleasttrusting,withjustoneintenbelongingtothisgenerationfeelingthatMeta'sFacebookprotectedtheirprivacyanddata.ReadmoreNote(s):UnitedStates;2021to2022;18-76years;socialmediausersSource(s):eMarketerOpinionofadultsintheUnitedStatesonhowoftenchildrenwhoaresocialmediainfluencersareexploitedbytheiremployersortheirguardiansasofDecember2023U.S.adultsonchildsocialmediainfluencersexploitation2023Shareofrespondents0%5%10%15%20%25%30%35%VeryoftenSomewhatoftenNotveryoftenNever33%32%8%3%Notsure24%20Description:AccordingtoaDecember2022survey,33percentofadultsintheUnitedStatesfeltthatchildrensocialmediainfluencerswereveryoftenexploitedbytheiremployersortheirguardians.Overall,32percentfeltthatchildreninthisprofessionweresomewhatoftenexploited.Additionally,threepercentofU.S.adultssaidthatchildsocialmediainfluencerswereneverexploitedbytheiremployersortheirguardians.ReadmoreNote(s):UnitedStates;December20,2022;7,891respondents;18yearsandolderSource(s):YouGovAdultsintheUnitedStateswhothinkchildrenwhoaresocialmediainfluencersareexploitedbytheiremployersorguardiansasofDecember2022,byagegroupU.S.adultsonchildinfluencersandexploitation2023,byagegroupShareofrespondentsVeryoften40%SomewhatoftenNotveryoften60%NeverNotsure80%0%20%100%120%18-2930-4445-6465+29%34%34%30%31%15%5%17%36%8%3%19%34%6%

2%27%32%5%

1%31%21Description:AccordingtoasurveyconductedintheUnitedStatesinDecember2022,36percentofrespondentsaged30to44yearsthoughtthatchildrenwhoweresocialmediainfluencerswereveryoftenexploitedbytheiremployersorguardians.Overall,34percentwhobelongedtothe45to64yearagegroupfeltthesame.Additionally,fivepercentofadultsintheUnitedStatesagedbetween18and29yearssaidthatyounginfluencerswerenotexploitedbythoselookingafterthemprofessionallyor[...]

ReadmoreNote(s):UnitedStates;December20,2022;7,891respondents;16yearsandolderSource(s):YouGovAdultsintheUnitedStateswhothinksocialmediausageisharmfulforteenagersandchildrenundertheageof18asofOctober2023,byagegroupU.S.adultsonharmfulnessofsocialmediausageforteensandkids2023,byageShareofrespondentsCompletelyharmless/safeMostlyharmlessSomewhatharmful40%Veryharmful60%Extremelyharmful/dangerous80%

100%0%

20%120%GenZ(18-24)12%16%35%23%14%Millennials(25-44)6%10%27%29%29%GenX(45-54)

1%4%29%30%31%36%Babyboomersorolder(55+)

%5

%36%30%22Description:AccordingtoasurveyconductedintheUnitedStatesinOctober2023,36percentofGenerationXrespondentsthoughtthatsocialmediausagewasextremelyharmfulforteenagersandchildren.Overall,30percentofBabyboomersfeltthesame.Justunder30percentofMillennialssaidthatteens'andkids'socialmediausagewasveryharmful,while12percentofGenerationZfeltitwascompletelysafe.ReadmoreNote(s):UnitedStates;October26to30,2023;3,235respondents;18yearsandolder;weightedbyU.S.CensusSource(s):CivicScienceCHAPTER

04OnlinedatingShareofpartneredadultsintheUnitedStateswhosaytheymettheircurrentspouseorpartneronadatingsiteorappasofJuly2022,byagegroupU.S.adultswhomettheircurrentpartneronadatingsiteorapp2022,byagegroup25%20%20%15%10%5%11%7%4%0%18-2930-4950-6465+24Description:Accordingtoanonlinesurveyconductedin2022intheUnitedStates,20percentofpartneredadultsaged18to29yearsoldreportedhavingmettheircurrentspouseorpartnerusingadatingsiteorapp.Additionally,onlyfourpercentofU.S.partneredadultsaged65andolderstatedhavingmettheircurrentpartnerorspouseusingonlinedatingplatforms.ReadmoreNote(s):UnitedStates;July5to17,2022;6,034respondents;18yearsandolder;partneredadultsarethosewhoaremarried,livingwithapartner,orinacommittedromanticrelationshipSource(s):PewResearchCenterShareofadultsintheUnitedStateswhosaythatdatingsitesaregenerallyasafewaytomeetpeopleasofJuly2022,byagegroupU.S.adults:safetyofmeetingpeopleviaonlinedating2023,byagegroupNotatall/nottoosafe56%Very/Somewhatsafe53%70%60%50%40%30%20%10%0%62%58%45%43%42%34%18-2930-4950-6465+25Description:AccordingtoaJuly2022surveyconductedintheUnitedStates,58percentofrespondentsaged18to29yearsfeltthatonlinedatingsiteswereasafewaytomeetpeople.Overall,62percentofthoseaged65yearsandoverthoughtthatmeetingpeopleonlinewasnotsafe.ReadmoreNote(s):UnitedStates;July5to7,2022;6,034respondents;18yearsandolderSource(s):PewResearchCenterShareofadultsintheUnitedStateswhothinkcomputerprogramsoralgorithmsusedbydatingsitesandappscoulddeterminewhethertwopeoplewillfallinloveasofJuly2022U.S.adultswhothinkalgorithmsusedbyonlinedatingservicescanpredictlove202250%45%40%35%30%25%20%15%10%5%43%35%21%0%CouldnotCouldNotsure26Description:Accordingtoanonlinesurveyconductedin2022intheUnitedStates,roughly21percentofrespondentsreportedbelievingthatcomputerprogramsandalgorithmsusedbydatingsitesandappscoulddeterminewhethertwopeoplewilleventuallyfallinlove.Incomparison,35percentofrespondentsstatedbelievingthattheycouldnot.ReadmoreNote(s):UnitedStates;July5to17,2022;6,034respondents;18yearsandolder;respondentswhodidnotgiveananswerarenotshownSource(s):PewResearchCenterShareofadultsintheUnitedStateswhothinktheyhaveencounteredscammersononlinedatingsitesorappsasofJuly2022,byagegroupU.S.adultonlinedatingscammersencounters2022,byage60%53%52%52%50%40%30%20%10%0%39%18-49years50-64years65yearsandolderTotal27Description:AJuly2022surveyofadultsintheUnitedStatesfoundthatmorethanhalfoftherespondentswhohadusedonlinedatingsitesorappsintheUnitedStateswereconvincedtheyhadencounteredscammersontheseplatforms.Furthermore,thissharewashighestamongrespondentsbetween18and49years,53percent.ReadmoreNote(s):UnitedStates;July5to17,2022;6,034respondents;18yearsandolder;adultswhoareusing/haveusedadatingsiteorappSource(s):PewResearchCenterShareofadultsintheUnitedStateswhothinktheyhaveeverinteractedwithacatfishonsocialmediaasofJanuary2022,bygenerationU.S.adultswhohaveinteractedwithacatfishonsocialmedia2022,bygenerationGeneration

Z

(1997-2012)Millennials

(1981-1996)Generation

X

(1965-1980)Baby

Boomers

(1946-1964)Yes,definitely18%25%14%34%10%20%24%16%27%12%12%15%18%40%15%6%9%Yes,probablyNo,probablynotNo,definitelynotDon'tknow/Noopinion16%48%21%28Description:AccordingtoasurveyconductedinJanuary2022,themajorityofadultsintheUnitedStatessaidthattheyhaddefinitelynoteverinteractedwithacatfishonsocialmedia.OfMillennialrespondents,20percentsaidtheyhaddefinitelyhadsocialmediainteractionswithacatfish,and18percentofGenerationZstatedthesame.JustsixpercentofthoseintheBabyBoomersgenerationsaidthattheyhaddefinitelyinteractedwithacatfishonsocialmedia.ReadmoreNote(s):UnitedStates;January14to15,2022;2,211respondents;18yearsandolderSource(s):MorningConsultCHAPTER

05MentalhealthAdultsintheUnitedStatesontheeffectsofsocialmediaontheirmentalhealthasofFebruary2023,bygenerationU.S.adultsonsocialmediaandpersonaleffectsonmentalhealthbygeneration2023ShareofrespondentsVeryorsomewhatpositive20%Neitherpositivenornegative40%Veryorsomewhatnegative60%Notsure80%Idon'tusesocialmedia100%0%120%GenZMillennialsGenX34%24%31%9%2%47%21%41%36%30%23%7%

2%6%16%12%29%38%28%8%BabyboomersTotal4%9%31%6%5%30Description:AccordingtoasurveyconductedintheUnitedStatesinFebruary2023,47percentofMillennialswhowereusingsocialmediasaidthatithadaveryorsomewhatpositiveeffectontheirmentalhealth.Overall,GenerationX,thosebornbetween1965and1981,weremostlikelytosaythatsocialmediahadaveryorsomewhatnegativeimpactontheirmentalhealth,with41percentfeelingthisway.ReadmoreNote(s):UnitedStates;February22to23,2023;6,809respondents;18yearsandolder;nationallyrespresentativesampleSource(s):eMarketer;YouGovTikTokeffectsonmentalhealthanddigitaladdictionconcernsamongusersintheUnitedStatesasofMay2023,bygenerationTikTokmentalhealtheffectsopinionsamongU.S.users2023,bygenerationBelievesTikToktobeaddictiveFeelnegativementalhealtheffectsasaresultofusingTikTok90%80%70%60%50%40%30%20%10%0%77.7%73.5%71.7%37.3%24.1%12.9%GenZMillennialsGenX31Description:AccordingtoasurveyconductedbetweenAprilandMay2023amongTikTokusersintheUnitedStates,77.7percentofGenerationZusersreportedfeelingthatTikTokwasaddictive.Incomparison,around72percentofGenXrespondentsfeltthesame.MillennialswerethedemographicreportingthehighestnumberofTikTokusersfeelingnegativementalhealtheffectsoftheplatform,with37.3percentofrespondentsreportinghavingexperiencedsucheffects.ReadmoreNote(s):UnitedStates;April27toMay3,2023;1,000respondents;11-59yearsSource(s):SurfSharkSocialmediacontributingtoempathyburnoutamongadultsintheUnitedStatesasofMarch2022,bygenerationSocialplatformsleadingtoempathyfatigueintheU.S.2022,bygenerationBabyboomersGenXMillennialsGenZ60%50%40%30%20%10%0%FacebookTwitterOtherRedditInstagramTikTok32Description:AMarch2022surveyconductedintheUnitedStatesfoundthathalfofallGenZrespondentssaidFacebookwasthesocialmediaplatformthatcontributedthemosttoempathyburnout.Overall,BabyboomersandMillennialsalsocitedFacebookastheplatformmostresponsibleforadecreaseintheirempathylevels.Additionally,almostathirdofGenZrespondentsreportedTwitterasthesocialnetworkmostlikelytoleadtoempathyfatigue,followedbyInstagramwith20percent.Intotal,[...]

ReadmoreNote(s):UnitedStates;March10toMarch15,2022;1,022respondentsSource(s):UnitedWayShareofemojiusersintheUnitedStateswhoagreethataddingemojisindigitalcommunicationshasimprovedtheirmentalhealthasofApril2022,bygenerationU.S.usersmentalhealthimprovementthroughusingemojis2022,bygenerationShareofrespondents0%10%20%30%40%50%60%70%80%GenerationZMillennial63%70%GenerationXBabyboomer59%49%33Description:AccordingtoasurveyconductedintheUnitedStatesinApril2022,63percentofGenerationZrespondentsreportedthatusingemojisindigitalcommunicationsimprovedtheirmentalhealth.Overall,70percentofmillennialsfeltthesame,aswellas59percentofGenerationXrespondents.ReadmoreNote(s):UnitedStates;March25toApril18,2022;5,000respondents;FrequentemojiusersSource(s):AdobeSocialmediaimpactofonaspectsofthelivesofGenerationZusersworldwideasofNovember2022GlobalGenZonimpactofsocialmedia2022ShareofrespondentsPositive

Negative

Noeffects20%

30%

40%

50%0%10%60%10%70%80%90%100%Self-expressionSocialconnectivity57%33%56%14%30%Self-confidence/self-esteemEmotionalsupport/communitybuildingBodyimage49%49%19%32%13%38%37%25%38%Fearofmissingout25%27%48%34Description:AsofNovember2022,asurveyofglobalGenerationZsocialmediausershad57percentofrespondentsstatethatsocialmediahadapositiveimpactontheirself-expression,whilst56percentreportedithadapositiveimpactontheirsocialconnectivity.Overall,oneinfiveGenZuserssaidsocialmediahadanegativeeffectontheirself-confidenceandself-esteem.ReadmoreNote(s):Worldwide;May2022;16,824respondents;18-24years;includesanegligibleminorityof13to17yearoldnon-EuropeanresidentsSource(s):eMarketer;McKinseyHealthInstituteShareofadultsintheUnitedStateswhothinksocialmediaisgoodorbadforsocietyasofNovember2023,byagegroupU.S.adultsonsocialmediaeffectsonsociety2023,byagegroupShareofrespondentsGood40%BadNeithergoodorbad60%Notsure80%0%20%100%120%18-2930-4445-6465+56%13%26%6%43%22%28%7%19%38%35%9%12%39%39%9%35Description:AccordingtoaNovember2023surveyofadultslivingintheUnitedStates,56percentofthoseaged18to29yearsstatedthattheyfeltsocialmediawasgoodforsociety.Overall,43percentofrespondentsaged30to44yearsfeltthesame.Furthermore,almost40percentofrespondentsbelongingtothe65andoveragegroupthoughtthatsocialmediawasbadforsociety.ReadmoreNote(s):UnitedStates;November21,2023;6,417respondents;16yearsandolderSource(s):YouGovCHAPTER

06EmojiusageReasonstouseemojisincommunicationsaccordingtoemojiusersintheUnitedStatesasofApril2022U.S.emojiusersonreasonsforusingemojis202280%68%70%60%50%40%30%20%10%0%47%45%TomakeconversationsmorefunEmojisbettercommunicatemythoughtsandfeelingsthanwordsalonedoToquicklyrespondtotextoronlinemessages37Description:AsofApril2022,68percentofemojiusersintheUnitedStatesreportedusingemojistomakeconversationsmorefun.Overall,47percentofuserssaidtheyusedemojistobettercommunicatetheirthoughtsandfeelings,whilst45percentfeltitwasaquickwaytores