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Key stat: Of US Gen Zers on Threads, 40.1% downloaded the platform because it looked fun, while 38.7% wanted to try something new, according to our survey data.

Beyond the chart:

• Gen Zers are curious for a new social platform, but they don’t necessarily want to replace X/Twitter, with just 19.5% saying they were looking for an alternative.
• But it seems unlikely Threads will be the hot new app for Gen Z, as more than 80% of the Meta-owned platform’s active users have departed.
• Threads is still innovating and will launch a web browser version later this week.

Use this chart:

• Determine Gen Z social media motivations.
• Assess your Threads strategy.

More like this:

• Video dominates social time—but it’s reaching a saturation point
• Gen Zers are in charge on social media
• Threads is a new front in Meta’s Gen Z fight against TikTok
• Instagram users are getting a suite of generative AI features

More Chart of the Day:

• 8/21 - Buying into Klarna
• 8/18 - Agencies in review
• 8/17 - Marketing measurement mix-ups
• 8/16 - Digital out-of-home climbs
• 8/15 - The social generation

Methodology: Data is from the July 2023 Insider Intelligence | eMarketer "US Gen Z social media survey 2023." 1,005 US Gen Z social media users ages 15-26 were surveyed online during July 13-21, 2023. Respondents were selected to align with the US population on the criteria of age and gender. The survey was fielded by a third-party sample provider. Data has a margin of error of +/-3 percentage points at the 95% confidence interval.