34% of Gen Z social media users primarily 'lurk,' rarely posting or engaging.
Source: TikTok: The Platform Gen Z Can’t Quit (But Doesn’t Trust) Re-evaluating Digital Strategy for Enterprise Engagement and Trust — Harris Poll (2026)
Cite as: Harris Poll. (2026). TikTok: The Platform Gen Z Can’t Quit (But Doesn’t Trust) Re-evaluating Digital Strategy for Enterprise Engagement and Trust. Retrieved from https://research.agilebrandguide.com/research/tiktok-the-platform-gen-z-cant-quit-but-doesnt-trust-re-evaluating-digital-strategy-for-enterprise-engagement-and-trust