Navigating Platform Fragmentation: What Marketers Need to Know in 2025

5/5/2025

A 2023 chart from eMarketer highlighted TikTok’s rapid ascent—overtaking Instagram in 2022 and now, in 2025, set to surpass Facebook itself. Meanwhile, Google's once-unchallenged position is beginning to erode, as platforms like TikTok and Instagram increasingly serve as go-to discovery tools, with users turning to short-form video and visual content over traditional search. With user preferences evolving quickly, it raises an important question: If this much change can happen in just a few years, what might the next five bring?



Whatever the future brings, live event marketers need to be prepared for change. Whether it's intensifying regulation—particularly against Google and Meta—or the rapid march of innovation, especially in AI tools that are overtaking traditional search, marketers need to stay adaptable. Each age group is also showing increasingly distinct preferences, pointing toward a future where user behavior is more fragmented—and where established players can no longer rely on one-size-fits-all solutions.

New Platform Emergence: Attention Becomes Scattered

In 2025, users’ daily attention is heavily fragmented across a much broader set of platforms than even a few years ago. Spotify leads with 148 minutes of daily engagement, followed by Twitch at 95 minutes, reflecting how audio and live-streaming are commanding significant user time. TikTok, at 68 minutes per day, surpasses both YouTube (56.2 minutes) and Facebook (39.6 minutes), cementing its role as a dominant force in short-form and entertainment-driven content.



Messaging apps also play a major role: WhatsApp captures 34.2 minutes daily, while Instagram follows closely at 31.7 minutes. Even new entrants like ChatGPT now account for 13.6 minutes of daily use, highlighting how AI tools are carving out real behavioral shifts. X (formerly Twitter) holds users for 9.3 minutes daily, while Telegram and Snapchat trail closely behind at 7.5 and 7.1 minutes, respectively.



At the other end of the spectrum, platforms that once commanded greater attention now see more modest engagement: Facebook Messenger averages 6.7 minutes, Pinterest 3.6 minutes, and LinkedIn and Threads tie at just 1.7 minutes each. Threads, despite being Meta’s ambitious attempt to rival Twitter, has yet to meaningfully break through.



Demographic usage further reinforces this fragmentation. Young people aged 16–24 engage with an average of seven or more platforms regularly, whereas older users aged 55–64 typically stick to around five. This diversity underscores how emerging and niche platforms continue to draw users away from older, broader networks, continuously reshaping user habits.

Antitrust Threats: Giants at Risk

Shifting Demographics and Behavior: Gen Z’s New Search Habits

The shift in digital behavior is most pronounced among Gen Z (ages 18–24), where local discovery habits have markedly evolved. For local searches, younger users increasingly turn to visual-first platforms like Instagram (67%) and TikTok (62%), surpassing even Google Search (61%), according to recent data. Snapchat (45%) also remains relevant, while Facebook has significantly waned (37%).



This is a significant shift. Back in 2022, Google acknowledged that about 40% of young people preferred TikTok or Instagram over traditional Google Maps or Search for discovering local businesses and experiences. The trend has only deepened, challenging the decades-long dominance of traditional search engines.



Now, Pinterest is gaining momentum too—36% of consumers, including 39% of Gen Z, say they now start searches on Pinterest instead of Google. With its visual-first format, curated results, and high engagement rates, Pinterest is quietly reshaping the search landscape. Curious how Pinterest is sneaking up on Google? See the full breakdown here.

Fragmented Audience by Age: A Complex Digital Divide

The above chart vividly demonstrates this demographic divergence. Younger audiences (18–24 and 25–34) increasingly rely on platforms like Instagram, TikTok, and Snapchat. For example, 67% of 18–24-year-olds use Instagram and 62% TikTok for local discovery, compared to 61% who still use Google Search.



In contrast, older age groups, particularly those aged 55–64 and 65+, overwhelmingly prefer traditional platforms. Google Search (79% and 72%, respectively) and Google Maps dominate among older demographics, highlighting entrenched trust in these established platforms.



Should antitrust actions weaken Google’s grip on search, this generational divide may accelerate. Younger audiences, already less loyal to traditional search engines, could solidify their preference for platforms like YouTube, Instagram, and TikTok for broader information discovery—potentially reshaping the digital ecosystem profoundly.

Looking Ahead: A Fragmented Yet Exciting Future

The rapid fragmentation of user attention across a wide range of platforms highlights just how much the social and digital landscape has evolved in a few short years. As new players emerge and user behaviors shift—particularly among younger demographics—it’s no longer enough to rely on a static strategy. With the ecosystem of paid social changing so quickly, it is essential to stay closely informed about which platforms are gaining traction, who their audiences are, and how to best tailor advertising strategies to each environment.



This is where FanIQ plays a critical role—helping brands identify where their audience is most active, understand what’s trending in real time, and optimize media buying accordingly. By streamlining insights across platforms and highlighting high-impact opportunities, FanIQ enables marketers to stay ahead of the curve and drive more effective, relevant engagement in an increasingly complex market.



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