People in their twenties in the U.S. spend nearly seven hours consuming audiovisual entertainment daily, including time on social media, streaming series and movies, video games, YouTube, and music.
In our conversation, we talk about exactly what kind of social media younger people use. While older people tend to gravitate towards Facebook and X, kids (we're talking as young as preteens) tend to spend most of their time on YouTube, TikTok, and Instagram - in that order.
Recognising the rich nuance of our population is more important than ever, especially in today's complex political landscape. A blanket strategy simply won't work when we consider the diverse backgrounds, experiences and beliefs that shape people's perspectives, including their political leanings.