US Social Media Users and Buyers by Generation 2024

Gen Zers Lead the Pack in Social Media Usage, but Some Platforms Are Reaching Saturation

Report by Paola Flores-Marquez  | Jul 26, 2024
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Executive Summary
Social media usage is still rising across generations
Social media users of all ages are adapting to new features
Media Gallery
About This Report
The number of Gen Z social media users continues to rise, but it’s baby boomers who are fueling growth on TikTok and Snapchat.
Topics
Social Media Users
Social Commerce
Consumer Behavior
US
Table of Contents
Executive Summary
Social media usage is still rising across generations
Social media users of all ages are adapting to new features
Media Gallery

Social media use continues to increase across generations, although some platforms are beginning to experience saturation with Gen Zers. Specific features attracting new users include discussion forums, niche community groups, and social commerce.

Key Question: What social media platforms are generational cohorts using?

Average Daily Time Spent With Social Networks by US Adults, by Age, 2024 (hrs:mins)
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Key Stat: US adults ages 18 to 24 spend more than twice as much time on Instagram, Snapchat, and TikTok as the total population in 2024.

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Table of Contents

  1. Executive Summary
  2. Social media usage is still rising across generations
  1. Social media users of all ages are adapting to new features
  2. Media Gallery

    Charts in This Report

    Average Daily Time Spent With Social Networks by US Adults, by Age, 2024 (hrs:mins)Penetration of Top US Social Network and Digital Video Platforms, by Generation, 2024 (% of population)
    YouTube Beats Major Social Media Platforms Among Children Under 12 (digital video/social network user % of US population ages 0-11, by platform, 2024)US Facebook Buyers Who Made a Purchase From Facebook Marketplace in the Past 12 Months, by Generation, March 2024 (% of respondents in each group)
    US X (Formerly Twitter) User Share, by Generation, 2022-2026 (% of total)Reddit Adoption Is Increasing Across Generations, Particularly Among Gen Zers (millions of US Reddit users, by generation, 2024-2028)
    Pinterest Use Is Growing Fastest Among Gen Zers (millions of US Pinterest users, by generation, 2024)

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    authors

    Paola Flores-Marquez

    Contributors

    Jasmine Enberg
    Vice President and Principal Analyst
    Zach Goldner
    Forecasting Analyst
    David Morris
    Principal Analyst

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