Most used social media platforms among Gen Z Asia 2023, by country and type

According to a survey among Gen Z consumers from 2023, the most used social media platform type was instant messengers in China, Indonesia, and Malaysia. Social networks like Facebook were the most popular among Gen Z in Vietnam and Thailand, with 83 and 78 percent of the respondents using it regularly in 2023.

About Gen Z consumers in Asia

Gen Z consumers are one of the largest cohorts of consumers worldwide. According to a survey, social media websites and apps were widely used product research sources for Gen Z consumers. In China, various consumer electronics were popular among Gen Z consumers, and nearly 87 percent had smartphones in 2022.

Popularity of TikTok among Gen Z

TikTok is a video-sharing app based in China and saw a massive growth in the number of users in the Asia-Pacific region. About 29 percent of Gen Z respondents in Thailand had spent more than two to four hours a day on TikTok. The advertising reach of TikTok in Asian countries was relatively high, especially in Malaysia, Vietnam, and Thailand. With the rise of social commerce, shopping on TikTok is also gaining traction. However, most consumers in the Asia-Pacific region still research inside and outside the app or switch apps while shopping.