Gen Z is spending up to 11 hours a day on social, and Snapchat is king. Many high schoolers and college students prefer the platform over texting and use it as the main method of communication with their friends. As The Drum notes in its check-in on Gen Z , a quarter of these kids find Snapchat “essential to their relationships” and 78% use the app daily. This new way of communicating, and the new way of using the app, calls into question the future of both brand and personal communication.