Observed Signal · Sep 16, 2025 · Market Research · Source: OnlineMarketing.de · Impact: 2/5 · Sentiment: Neutral
TikTok, Communities and AI Content: Gen Z Social Media
WeCreate and Appinio's 9:16 study surveyed 1,200 German participants aged 16-39 in August 2025 to explore Gen Z and Gen Y social-media use and attitudes toward AI content. The findings show heavy smartphone use, with about 25% exceeding six hours daily and roughly 50% at 3–6 hours. 93% regularly consume 9:16 content; Instagram Reels lead (75%), followed by TikTok (63%) and YouTube Shorts (55%). Among Gen Z, TikTok accounts for 18% of screen time, Instagram 17%, YouTube 15%; among Gen Y, Instagram 17%, YouTube 16%, Spotify 13%, with TikTok at 9%. Communities correlate with higher activity and spending; 54% have purchased via TikTok Shop, yet 76% find TikTok Shop content disruptive. AI content is rising: 45% perceive AI content on TikTok; 48% see AI content as untrustworthy; 47% are unsure what is real. Gen Y shows more openness to AI content than Gen Z (32% vs 24%). The article closes with six takeaways for creators/brands emphasizing focus, community-building, creator leverage, and measured AI use.
Updated consumer insights on Gen Z platform usage and AI content perceptions; moderate industry relevance.
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Key Takeaways & Evidence Grounding
- 1,200 German participants aged 16-39 were surveyed in August 2025 by WeCreate and Appinio.
- 93% regularly consume 9:16 content; Instagram Reels 75%, TikTok 63%, YouTube Shorts 55%.
- Gen Z time share: TikTok 18%, Instagram 17%, YouTube 15%; Gen Y: Instagram 17%, YouTube 16%, Spotify 13%, TikTok 9%.
- 54% have purchased in TikTok Shop; 76% find TikTok Shop content disruptive.
- AI-content on TikTok perceived at 45%; 48% see AI content as untrustworthy; 47% unsure of authenticity; Gen Y more open (32%) than Gen Z (24%).
Connected Companies & Entities
3 Entities mappedOntology Mapping & Concepts
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