Roughly 62% of US adults under 30 say they use TikTok

Less than half of TikTok's US users have posted a video

Like most platforms, content is driven by a small number of active users—in TikTok's case, 25% of accounts are responsible for an estimated 98% of content posted.

TikTok boasts nearly 1.8B monthly users

The app has surged in popularity recently, with usage surging during the COVID-19 pandemic. Those users have generated high revenues, too, with over $23B in 2024.

The average TikTok user spends 95 minutes on the app per day

According to HubSpot, the average TikTok user spends 95 minutes per day using the app, and an estimated 90% of users access TikTok daily. TikTok also has the highest average session length among social media platforms: Its users spend almost 11 minutes per session.

Gen Z is drinking less alcohol than older generations

In the years 2001 through 2003, 72% of adults under age 35 said they drank. But by the time the years 2021 through 2023 rolled around, only 62% of under-35 adults could say the same, according to one recent study.

A quarter of Gen Z eats organic food

A 2025 YouGov poll found that 25% of Gen Z US adults eat organic food, while 10% say they follow a whole-foods diet, meaning they seek out foods that are minimally processed.

In a survey of US Gen Z workers, 53% were freelancing for at least 40 hours per week

Overall, Gen Z has a pretty different attitude about work from previous generations, partly because of the economic hardship they’ve witnessed being born into the Great Recession and coming of age during the COVID-19 pandemic.

Gen Z eats more Chipotle than other generations

The brand’s proficiency with social media and relatively low price point make Chipotle a favorite among younger diners. Individual assembly also makes it easy to cater to various diets.

Most memes now begin on TikTok

The website Know Your Meme looked at the data for 700 to 1,400 memes uploaded to the platform each year from 2010 to 2022. In 2010, a majority of memes began on YouTube (34%) or 4chan (28%), but by 2022 most were starting on TikTok.

Gen Z's love for perfume is boosting sales

Teen boys are the biggest driver in perfume sales as of the summer of 2025. They have increased their spending on fragrances 26% year-over-year as the trend blossoms on TikTok via #PerfumeTok. Additionally, users of weight loss drugs GLP-1 agonists are adding to sales, as they seek olfactory over culinary sensations.

US housing costs have risen by roughly 175% between 1991 and 2026—but a growing number of Gen Zers are becoming homeowners anyway. In 2025, 4% of homebuyers were Gen Z, up from 3% the year before.

Meta has added video features to attract more young users to Facebook

Amid an aging userbase and competition from newer social networks like TikTok, Facebook has seen its perceived relevance and cool factor progressively decrease. The Local tab and dating features are among several efforts to counter this perception.

Nearly half of millennials and Gen Z use BNPL, versus 21% of older generations

While applicants typically need a good credit score and credit history to qualify for many credit cards, that's not the case with buy now, pay later loans, making them more accessible forms of payment for younger generations.

As of 2025, about 16% of US adults are 'smartphone-only' internet users

Demographically, smartphone dependency is greatest among those below 30, Hispanics, Blacks, economically disadvantaged individuals, and those with less formal education. Home broadband adoption is at 78%, with rates highest among suburban residents.

A larger share of LGBTQ+ individuals use dating apps than their straight counterparts

Roughly a quarter of LGBTQ+ adults reported using a dating app in the past year as of 2022. The trend seems to have persisted as the years have gone on, with apps like Grindr geared toward the community seeing significant revenue growth in recent quarters as of 2025.

30% of Americans make New Year's resolutions

The practice is more popular among younger people: In a Pew Research Center study, nearly half of people under 30 reported making at least one resolution. The majority of Americans (of all ages) who didn’t make resolutions said they simply don’t like the tradition.

17% of US adults said they had invested, traded, or used cryptocurrency in 2023

A survey from the Pew Research Center found that 63% of US adults have “little to no confidence that current ways to invest in, trade, or use cryptocurrencies are reliable and safe.”

What Trump's executive order provides TikTok

Just a few days into his second term, President Trump paused the US law banning TikTok through an executive order. While that may sound like an all-out reversal, it's more of a time out, granting ByteDance an additional 75 days to find a US-based seller. This resource breaks down what Trump's executive order provides the Chinese company and what it might mean for the future of the app.

Around 32% of American adults have at least one tattoo

Tattoos have waxed and waned in popularity over the centuries, depending upon the social standing of their wearers. Throughout US history, they were often considered taboo. However, growing acceptance of tattoos means they’re more visible in the public eye.

Teen depression levels jumped during the pandemic

US government data published in 2025 but gathered from August 2021 through August 2023 indicated that depression prevalence among teens aged 12 to 19 was at 19.2%. It was even higher among females of that age group—26.5%

Billie Eilish and TikTok helped inspire a bossa nova resurgence

Eilish's 2021 song "Billie Bossa Nova" along with a handful of other younger artists, like Laufey and Beabadoobee, have inspired Gen Z's interest in the genre, with the music soundtracking tens of thousands of videos on TikTok.

Fast-casual restaurant Chili's is experiencing a resurgence, with its parent company recently reporting a nearly 32% increase in sales, thanks to passionate Gen Z fans on TikTok.

Interest in the X Games is growing fast among younger teens

The 2025 X Games Salt Lake City delivered double-digit viewership growth—up 12% across ESPN platforms from 2024—with a 328% surge among 12- to 17-year-olds.

American Psychological Association issues recommendations for teen social media use

Listen to this three-minute podcast to learn more about the American Psychological Association's recommendations for teenagers' use of social media. The first report of its kind, it advises parents to closely monitor teens' social feeds during early adolescence, continually screen for signs of problematic use (such as sleep interference), minimize the amount of dangerous content their child is exposed to (such as disordered eating), and limit their teen's use of social media around appearance-related content.

In the US, 3.6 million babies were born in 2023

That year, about 40% of the babies were born to unmarried parents, and about 32% of the births were born via cesarean. On average, mothers were 27.5 years old when they had their first child.

Americans ages 30 to 34 have $44,800 in their 401(k) accounts on average

Americans ages 28 to 44 save about 13.5% of their pretax income on average, which is close to the recommended retirement savings rate of 15%.

America's demographic change in one chart

From 1901 to 2020, the US population has changed significantly. This video reveals the change in America’s demographics over more than 100 years.

Three AI startup founders broke the record for the youngest self-made billionaire previously set by Mark Zuckerberg

Mark Zuckerberg became the youngest self-made billionaire in 2006 at 23 years old when Facebook held its initial public offering. In January of 2026, three AI startup founders—Brendan Foody, Adarsh Hiremath, and Surya Midha—broke Zuckerberg's record and became billionaires at 22 years old.

Children are now three times more likely to say they want to be a YouTuber when they grow up than an astronaut, with some even attending 'YouTube camps' that teach kids how to create content for the platform.

Roughly 43 million US borrowers owe roughly $1.7T in student debt, the second-largest source of consumer debt behind mortgages.

Explore an interactive map built from more than 100,000 survey responses on where people find joy in their lives

11 people died from firework injuries in the US in 2024.

44% of Americans say they pray at least once a day—discover how your state's religiosity stacks up against the rest of the country.

A 2019 Facebook event called on attendees to "Storm Area 51, They Can't Stop All of Us," resulting in countless memes, the creation of a music festival, and eventually the arrests of those who did try to approach the area.

While the first exchange-traded fund (a 'basket' of different assets that can be bought and sold on a stock exchange) in the US only launched in 1993, the global ETF market has grown to more than $10T in the short time since.

Lesser-known phobias include turophobia, or the fear of cheese, and nomophobia, the fear of being without your cell phone.

Up to a million Girl Scouts sell about 200 million cookie boxes every spring, generating $800 million, largely because refusing a child is frowned upon

Hear 50 years of iconic hip-hop samples, the genre's foundational looped tracks

The Nasdaq's 'Magnificent 7' companies are responsible for roughly 40% of the Nasdaq 100 index's gains, while the remaining 93 companies account for the other 60%.

In 2025, four executives from large tech companies were given positions in the US Army Reserves—including Palantir Chief Technology Officer Shyam Sankar, which reinforced Palantir's ties with the US military and its role as a leading defense partner.

At the beginning of the 20th century, a group of young men ate standard American food—replete with food additives like borax and formaldehyde—as part of government research to better understand food safety.

Crows are believed to have intelligence on par with a seven-year-old child and demonstrate complex behaviors, from problem-solving with tools to recognizing human faces.

Despite being favored by 87% of Americans, Congress does not have term limits.

Memecoins are a type of cryptocurrency—a form of digital currency with a wide variety of uses—created around popular 'memes,' or viral internet jokes.

In 1963, a basement renovation in Turkey revealed a passageway to a hidden, multilevel underground city that once housed as many as 20,000 people

As of 2025, the most cited papers in science include a review of graphene, methods to improve image recognition, streamlining electron density calculations, and optimizing protein studies.

Bone marrow (soft tissue found inside certain bones) generates roughly 500 billion new blood cells each day

The hormonal disorder PCOS was renamed PMOS in 2026, a move designed to improve care and research by shifting the focus to the hormonal causes of this condition that affects 1 in 8 women.

Prince's sexually explicit 1984 track 'Darling Nikki' attracted the ire of the Parents Music Resource Center, an advocacy group that inspired the Parental Advisory sticker, even though the song ends with a Christian message.

The 2026 Ebola outbreak in the DRC is spurring new Ebola vaccine development for the Bundibugyo species.

The first robot in literature may have been a 'mechanical man' in 1907's 'Ozma of Oz,' a book in L Frank Baum's 'Wizard of Oz' series.