"Don't You Use Instagram?"... "We Prefer TikTok"

In the use of social networking service (SNS) apps, it was found that people in their 40s and younger prefer Instagram, while those in their 50s enjoy TikTok the most.

On July 8, WiseApp·Retail released the results of a survey on the monthly active users (MAU) and usage time of major social networking service (SNS) apps by age group.

According to a sample survey conducted by WiseApp·Retail of Korean smartphone users (Android + iOS), in the ranking of SNS app users by age group for June 2025, Instagram ranked first among users in their 40s and younger, while Band took the top spot among those in their 50s and older. Among Koreans in their 40s, Band was the most used SNS app in the same month last year, but this year, Instagram has overtaken it to become number one.

Looking at the second and third most popular apps by age group, for those under 20, TikTok and Pinterest ranked second and third, respectively. In their 20s, Everytime and X (formerly Twitter) took those spots. For people in their 30s and 40s, Band and Naver Cafe were the next most used, while in their 50s, Instagram and Facebook followed. For those aged 60 and above, Instagram and TikTok ranked second and third, respectively.

When it comes to SNS app usage time by age, Instagram had the longest usage time among people in their 40s and younger, while TikTok Lite ranked first for those in their 50s and older.

For the second and third longest usage times by age group, those under 20 recorded TikTok and X, people in their 20s and 30s used X and TikTok, those in their 40s used TikTok Lite and TikTok, people in their 50s used Instagram and Facebook, and those aged 60 and above used TikTok and Instagram, in that order.

This survey was conducted by WiseApp·Retail, a market and competitor analysis solution based on real-time app and payment data, through a sample survey of Korean Android and iOS smartphone users.