Millennials lead Gen Z on key platforms like Reddit, LinkedIn, and Pinterest

Key stat: Millennials outpace Gen Z on eight of the 12 digital platforms EMARKETER tracks.

Beyond the chart:

• The majority of millennials (93.0%)—or 68.8 million users—are active on social media, according to our May 2024 forecast. That’s higher than Gen Z, at 87.9%.
• In 2024, millennials had the largest presence on popular platforms like Reddit (43.3%), LinkedIn (35.8%), and Pinterest (33.1%), our forecast shows. In comparison, Gen Z was less active, with 29.6% on Reddit, and roughly a quarter using LinkedIn (26.2%) and Pinterest (27.5%).

Use this chart: Marketers can use this chart to find new ways to reach millennials beyond Facebook and Instagram, such as investing in Reddit and LinkedIn, where they have a strong edge over younger audiences.

Related EMARKETER reports:

• US Digital Habits by Generation 2024 (Subscription required)
• The Influencer Marketing​ Opportunity(Subscription required)