Executive Briefing

TikTok won Gen. Z. It’s influencing how and what they buy, too.

You simply can’t overstate how giant TikTok has become, so quickly, among younger consumers.

The most popular part of our latest Consumer Trends report — judging by tweeted charts and press coverage — is our section on attention and digital media, with a special focus on Gen. Z and TikTok.

The chart that says it all is this generational breakdown in consumers’ most-favorite social media networks: If you were trapped on a deserted island and could choose to access only one social media service for entertainment purposes, which would it be?

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Dan Frommer

Hi, I’m Dan Frommer and this is The New Consumer, a publication about how and why people spend their time and money.

I’m a longtime tech and business journalist, and I’m excited to focus my attention on how technology continues to profoundly change how things are created, experienced, bought, and sold. The New Consumer is supported entirely by your membership — join now to receive my reporting, analysis, and commentary directly in your inbox, via my member-exclusive newsletter. Thanks in advance.

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