RESEARCH BY APP CATEGORY
Social media
2024 was a pivotal year for social media, marked by public scrutiny and regulatory actions. National security concerns led the US to pass legislation requiring ByteDance, TikTok’s parent company, to divest its ownership of the app or face a nationwide ban. User dissatisfaction with X’s (Twitter) direction under Elon Musk triggered a mass exodus to alternative platforms like Bluesky and Threads. In Europe, EU regulators issued their first antitrust fine to Facebook and Instagram parent Meta, with a penalty of nearly 800 million euros for anti-competitive behavior.
The safety concerns and mental health effects of social media on children were thrust into the spotlight following an advisory from the US Surgeon General, and across the world, governments and social media companies scrambled to heed the increasingly loud calls for change.
Instagram introduced Teen Accounts for under 16s (18 in some regions), with features specially designed to protect young users, while some countries called for restrictions on social media use. Australia’s government led the way, with a ban on social media use for children under 16, potentially coming into effect in 2025, while Norway is to enforce a minimum age limit of 15 for social media use. Echoing growing parent concerns, Norway’s Prime Minister stated, “Self-expression must not be in the power of algorithms.”
Why so much discussion now? Globally, social media is a hub for entertainment, discussion, news, and self-expression, meaning young and old alike are using it more each passing year. Children’s increased interest – and therefore increased exposure to both positive and negative content – is highlighted by their app use across 2024. Across their top 3 most popular social media platforms, TikTok, Instagram, and Pinterest, globally children clocked up 7% extra time in 2024, compared to 2023.
RESEARCH BY APP CATEGORY
What we found
2024 was a pivotal year for social media, marked by public scrutiny and regulatory actions. National security concerns led the US to pass legislation requiring ByteDance, TikTok’s parent company, to divest its ownership of the app or face a nationwide ban. User dissatisfaction with X’s (Twitter) direction under Elon Musk triggered a mass exodus to alternative platforms like Bluesky and Threads. In Europe, EU regulators issued their first antitrust fine to Facebook and Instagram parent Meta, with a penalty of nearly 800 million euros for anti-competitive behavior.
The safety concerns and mental health effects of social media on children were thrust into the spotlight following an advisory from the US Surgeon General, and across the world, governments and social media companies scrambled to heed the increasingly loud calls for change.
Instagram introduced Teen Accounts for under 16s (18 in some regions), with features specially designed to protect young users, while some countries called for restrictions on social media use. Australia’s government led the way, with a ban on social media use for children under 16, potentially coming into effect in 2025, while Norway is to enforce a minimum age limit of 15 for social media use. Echoing growing parent concerns, Norway’s Prime Minister stated, “Self-expression must not be in the power of algorithms.”
Why so much discussion now? Globally, social media is a hub for entertainment, discussion, news, and self-expression, meaning young and old alike are using it more each passing year. Children’s increased interest – and therefore increased exposure to both positive and negative content – is highlighted by their app use across 2024. Across their top 3 most popular social media platforms, TikTok, Instagram, and Pinterest, globally children clocked up 7% extra time in 2024, compared to 2023.
Most popular apps in 2024* vs average daily time spent
*Ranked 1-6 from most-least popular, based on total % of children opening app for at least 5 minutes across the year
Most popular apps in 2024* vs average daily time spent
*Ranked 1-6 from most-least popular, based on total % of children opening app for at least 5 minutes across the year
With particular apps (Snapchat and TikTok) it intensifies an already false need for meaningless attention and a false sense of self-esteem.
– Parent of 3, 39
Our 14-year-old was browsing YouTube and random sites during class, and during homework time. It was a huge distraction so we had to put up guardrails.
– Parent of 2, 50.
CHILDREN AND SOCIAL MEDIA USE IN 2024
Taking nobody by surprise, TikTok was young people’s top social pick globally, and in all countries save Spain, where it still came in strong as a 2nd place contender. In the years following the pandemic, TikTok’s growth has also been reflected in the time kids are dedicating to the app: globally, average daily time on TikTok has more than doubled since 2020, with kids racking up 120 minutes a day on their For You feed. TikTok’s heaviest viewers were children in the UK, where average use time stood at 134 mins/day – up 6% from 127 mins/day in 2023.
Instagram’s 2024 changes for their teen user base may also reflect the heavy use the app has had in recent years: time on Instagram surged by 25% globally, and 23% in the UK and Spain between 2023 and 2024, while in Australia and the US, young people increased their time on Instagram by 31% and 37% respectively. Instagram was Spanish children’s most popular app of the year, where they spent an average of 87 minutes a day checking stories and exploring reels.
While apps such as Instagram and TikTok increasingly capture young people’s attention, the same can’t be said for other social apps in children’s top 6. Curiosity surrounding Musk’s X ventures secured the platform a place in their most popular apps of 2024, but along with its overall popularity, average daily time on X dropped by 10%, down to just 9 mins/day. And while Pinterest was opened enough over the year to secure 2nd most popular position in the US, it wasn’t enough to hold kids’ attention over the year. Engagement on Pinterest dropped by 13% globally, as children shaved 2 minutes off their daily average usage of the app: 14 mins/day down from 16.
Time spent on top 6 most popular social media apps, from 2020-2024
As the years go by, children are devoting more attention to social media apps, with the average time spent on these platforms creeping up slowly. In 2024, young people worldwide spent an average of 55 minutes per day checking notifications, keeping up with their interests, and scrolling their feeds. Spanish children were the most social-media hungry, clocking an average of 67 mins/day on social media apps, a 12% increase from their 59-minute average in 2023.
In most countries, social media use rose during holiday periods: across France and Spain’s summer break, average daily social media use peaked in July in both countries, rising to 65 minutes in France, and 80 in Spain. US children were slightly less inclined to check in on their follower count or favorite influencers over the year: the US recorded the lowest daily average use out of all countries analyzed, dipping to just 44 minutes a day in September – prime back-to-school period in the country.
While apps such as Instagram and TikTok increasingly capture young people’s attention, the same can’t be said for other social apps in children’s top 6. Curiosity surrounding Musk’s X ventures secured the platform a place in their most popular apps of 2024, but along with its overall popularity, average daily time on X dropped by 10%, down to just 9 mins/day. And while Pinterest was opened enough over the year to secure 2nd most popular position in the US, it wasn’t enough to hold kids’ attention over the year. Engagement on Pinterest dropped by 13% globally, as children shaved 2 minutes off their daily average usage of the app: 14 mins/day down from 16.
Children and social media use in 2024
Taking nobody by surprise, TikTok was young people’s top social pick globally, and in all countries save Spain, where it still came in strong as a 2nd place contender. In the years following the pandemic, TikTok’s growth has also been reflected in the time kids are dedicating to the app: globally, average daily time on TikTok has more than doubled since 2020, with kids racking up 120 minutes a day on their For You feed. TikTok’s heaviest viewers were children in the UK, where average use time stood at 134 mins/day – up 6% from 127 mins/day in 2023.
Instagram’s 2024 changes for their teen user base may also reflect the heavy use the app has had in recent years: time on Instagram surged by 25% globally, and 23% in the UK and Spain between 2023 and 2024, while in Australia and the US, young people increased their time on Instagram by 31% and 37% respectively. Instagram was Spanish children’s most popular app of the year, where they spent an average of 87 minutes a day checking stories and exploring reels.
While apps such as Instagram and TikTok increasingly capture young people’s attention, the same can’t be said for other social apps in children’s top 6. Curiosity surrounding Musk’s X ventures secured the platform a place in their most popular apps of 2024, but along with its overall popularity, average daily time on X dropped by 10%, down to just 9 mins/day. And while Pinterest was opened enough over the year to secure 2nd most popular position in the US, it wasn’t enough to hold kids’ attention over the year. Engagement on Pinterest dropped by 13% globally, as children shaved 2 minutes off their daily average usage of the app: 14 mins/day down from 16.
With particular apps (Snapchat and TikTok) it intensifies an already false need for meaningless attention and a false sense of self-esteem.
– Parent of 3, 39
Time spent on top 6 most popular social media apps, from 2020-2024 (avg. mins/day)
As the years go by, children are devoting more attention to social media apps, with the average time spent on these platforms creeping up slowly. In 2024, young people worldwide spent an average of 55 minutes per day checking notifications, keeping up with their interests, and scrolling their feeds. Spanish children were the most social-media hungry, clocking an average of 67 mins/day on social media apps, a 12% increase from their 59-minute average in 2023.
In most countries, social media use rose during holiday periods: across France and Spain’s summer break, average daily social media use peaked in July in both countries, rising to 65 minutes in France, and 80 in Spain. US children were slightly less inclined to check in on their follower count or favorite influencers over the year: the US recorded the lowest daily average use out of all countries analyzed, dipping to just 44 minutes a day in September – prime back-to-school period in the country.
Average time spent on mobile gaming apps, month by month (avg. mins/day)
THE MOST BLOCKED SOCIAL MEDIA APPS IN 2024
Unchanged from 2023, Instagram was the 2nd social media app most likely to be blocked by parents. While the 79 minutes per day kids spent on the app might be reason enough, mental health concerns, inappropriate content, and the threat of cyberbullying may also have persuaded parents to push the block button. Whereas Instagram was 2nd globally, parents in the US, UK, and Australia viewed X as more of a concern.
We were concerned about violence, gore, pornography, cyberbullying or bad kid-peer communities, suicidal or challenge content (tide pods etc.), misogyny, racism and hate speech. We wanted to curate and focus the internet on its positive features. We discuss problematic content and how you can’t “unsee” some content and want complex topics to be introduced by us.
– Parent of 1, 45.
The most blocked social media apps in 2024
For another year, TikTok was the social media app most likely to be blocked by parents in all regions. This isn’t surprising, considering the 2 hours that young users spent on TikTok in 2024, the app’s reported impact on teen mental health and its data security concerns.
Unchanged from 2023, Instagram was the 2nd social media app most likely to be blocked by parents. While the 79 minutes per day kids spent on the app might be reason enough, mental health concerns, inappropriate content, and the threat of cyberbullying may also have persuaded parents to push the block button. Whereas Instagram was 2nd globally, parents in the US, UK, and Australia viewed X as more of a concern.
We were concerned about violence, gore, pornography, cyberbullying or bad kid-peer communities, suicidal or challenge content (tide pods etc.), misogyny, racism and hate speech. We wanted to curate and focus the internet on its positive features. We discuss problematic content and how you can’t “unsee” some content and want complex topics to be introduced by us.
– Parent of 1, 45.
Most blocked social media apps (% of parents)
Most blocked social media apps
(% of parents)
What we expect
2025 shows the signs of being a critical year for social media. We will see how platforms and the world’s governments work together to address the growing concerns about privacy, content moderation, and child safety, just to name a few. Instagram’s Teen Accounts may start a trend for protective features, and it remains to be seen how countries like Australia and Norway enforce social media age restrictions: will they truly be an effective measure to help manage mental health, and shield kids from inappropriate content?
Whether it’s through safety features or legislature, it’s clear that striking a balance is key. After all, we mustn’t dismiss the positive aspects of social media for kids – as an avenue for them to express themselves, form relationships, and find their communities.
The only thing we know for sure is that social media companies will continue making their platforms as useful and attractive as possible. The success of TikTok has propelled the popularity of short-form video, prompting other social media platforms like Instagram and Facebook to focus more on this fast-paced style of content, catering to the shortest of attention spans. AI technology is helping creators produce content quicker and easier, ensuring there’s always something new for us to look at. Platforms like TikTok and Instagram are being increasingly used for search, challenging “traditional” Google search and motivating brands to tailor their marketing strategies for social media.
With the spotlight shining brighter on issues like child safety and the mental health effects of social media, the pressure is on Big Tech. Only time will tell how social media companies adapt their platforms to comply with regulatory age limits while addressing the rising demand for privacy, safety, and digital wellbeing.
What we recommend
Implement inbuilt privacy and security settings
To keep social media use healthy, it’s important to ensure you have clear family expectations on access and use from the get-go. Speaking to your child about the harms and risks associated with social media, as well as the benefits, should be part of an ongoing conversation that makes them aware of the risks the digital world poses – before they experience it for themselves. Before a child dives into any new app, set rules and expectations, implement the inbuilt privacy and security settings, and check in on them regularly to help them see you care, without overstepping boundaries and privacy limits.
It’s never too late to change course with devices and social media
I want all parents to know that it’s never too late to change course when it comes to decisions about devices and social media. The key is to approach the situation calmly and transparently. Start by acknowledging your mistake, explain why you don’t think the app is appropriate at this time, and define new boundaries. Know that your child will probably be unhappy, but the benefits of keeping them safe and healthy far outweigh any distress they may have. In cases of rule-breaking, focus on understanding the reasons behind the behavior and use it as an opportunity to reinforce expectations. Work together to create a new plan, such as limiting access or creating a trial period with set guidelines.
Think about their readiness for social media and healthy boundaries that should exist
Age-appropriate experiences are key to a child’s online safety and digital wellbeing. More than just your child’s biological age, consider their character and personality, as well as their maturity level, as you think about their readiness for social media and the healthy boundaries that should exist if they already have an account. All social media platforms have age restrictions, usually 13+ or 14+ (for now) depending on the country. In the ‘offline’ world, help them learn social cues, develop their sense of empathy, and continuously work on emotional regulation skills.
Director of Wellbeing, Qoria
Setting up universal rules leaves cracks that can be exploited
Children access a large number of sites and platforms, and that doesn’t just include social media. Estimates show that, on average, kids access nearly 50 different apps per week, and the apps that they do use change over time. It’s not realistic or practical for regulators to have to negotiate with parents to configure parental settings across all of these apps. Bans don’t teach children how to navigate digital spaces like social media, and setting up universal rules leaves cracks that can be exploited. So how can we keep kids safe? By making sure the devices they use are kept safe, too: closing the gaps that they fall through. By keeping the conversation open, and allowing children to access the digital world in age-appropriate ways. By working together, as parents, educators, and across society to make sure children can enjoy technology as they should.
What we
recommend
Setting up universal rules leaves cracks that can be exploited
Children access a large number of sites and platforms, and that doesn’t just include social media. Estimates show that, on average, kids access nearly 50 different apps per week, and the apps that they do use change over time. It’s not realistic or practical for regulators to have to negotiate with parents to configure parental settings across all of these apps. Bans don’t teach children how to navigate digital spaces like social media, and setting up universal rules leaves cracks that can be exploited. So how can we keep kids safe? By making sure the devices they use are kept safe, too: closing the gaps that they fall through. By keeping the conversation open, and allowing children to access the digital world in age-appropriate ways. By working together, as parents, educators, and across society to make sure children can enjoy technology as they should.
Implement inbuilt privacy and security settings
To keep social media use healthy, it’s important to ensure you have clear family expectations on access and use from the get-go. Speaking to your child about the harms and risks associated with social media, as well as the benefits, should be part of an ongoing conversation that makes them aware of the risks the digital world poses – before they experience it for themselves. Before a child dives into any new app, set rules and expectations, implement the inbuilt privacy and security settings, and check in on them regularly to help them see you care, without overstepping boundaries and privacy limits.
It’s never too late to change course with devices and social media
I want all parents to know that it’s never too late to change course when it comes to decisions about devices and social media. The key is to approach the situation calmly and transparently. Start by acknowledging your mistake, explain why you don’t think the app is appropriate at this time, and define new boundaries. Know that your child will probably be unhappy, but the benefits of keeping them safe and healthy far outweigh any distress they may have. In cases of rule-breaking, focus on understanding the reasons behind the behavior and use it as an opportunity to reinforce expectations. Work together to create a new plan, such as limiting access or creating a trial period with set guidelines.
Think about their readiness for social media and healthy boundaries that should exist
Age-appropriate experiences are key to a child’s online safety and digital wellbeing. More than just your child’s biological age, consider their character and personality, as well as their maturity level, as you think about their readiness for social media and the healthy boundaries that should exist if they already have an account. All social media platforms have age restrictions, usually 13+ or 14+ (for now) depending on the country. In the ‘offline’ world, help them learn social cues, develop their sense of empathy, and continuously work on emotional regulation skills.
