US Digital Habits by Generation

Millennials and Gen Z Set the Path for Digital Adulthood

Advertisers can anticipate where to target generational campaigns by understanding where each cohort currently spends time and how their needs will shift with age.

Key Question: Where and how is each generation spending their digital time?

Key Stat: Millennials make up the largest share of users on nine of the 11 platforms we track by generation, partly due to the cohort’s size. But Gen Z will take the lead on Disney+, YouTube, Instagram, and X (formerly Twitter).

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Table of Contents

  1. Executive Summary
  2. Younger generations drive digitization of everyday habits
  1. Generational milestones are being adapted to a digital world
  2. Sources
  1. Media Gallery

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First Published on Dec 11, 2023


Paola Flores-Marquez


Debra Aho Williamson
Principal Analyst
Suzy Davidkhanian
Principal Analyst, Retail & Ecommerce
Brian Lau
Forecasting Analyst
Wendy Malloy
Director, Report Editing
David Morris
Principal Analyst
Peter Newman
Director, Forecasting
Jennifer Pearson
VP, Research

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