Most used social media platforms by Gen Z in Asia| ��ƽ��

Most used social media platforms among generation Z in Asia in 2023, by selected country and type

Characteristic	China	India	Indonesia	Malaysia	Philippines	Thailand	Vietnam
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Number of respondents

19,042 respondents

Age group

18-27 years

Special properties

Residential online population

Supplementary notes

The original survey question was: "What kinds of social media do you use regularly?"

*Survey period for:
China - January 5, 2023 to December 11, 2023;
India - January 5, 2023 to December 8, 2023;
Indonesia and Malaysia - January 19 to March 17, 2023;
the Philippines - April 6 to June 16, 2023;
Thailand - April 12 to June 21, 2023;
and Vietnam - April 12 to June 27, 2023.

Number of respondents in:
China - 5,462;
India - 10,125;
Indonesia - 794;
Malaysia - 639;
the Philippines - 911;
Thailand - 541;
and Vietnam - 570.

For more information please visit the Global Consumer Survey home page and take a look at our methodology.

Citation formats

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 ** and ** 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 ** 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 ** 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.