US Social Network Usage by Generation

Gen Z and Millennials Are Focal Cohorts for Marketers

Report Snapshot

Gen Z’s social media usage will outpace that of other generations over the next five years, and its social media habits are both a response to and a rejection of the standards set by generations before them. Meanwhile, millennials’ spending power and size make them a key group to target.

Key Question: How do social media habits differ across generations in 2023 and beyond?

KEY STAT: We predict that Gen Z will see the fastest rate of social network user growth—nearly a 4% compound annual growth rate (CAGR) from 2023 to 2027—while other generations will either increase more slowly or decrease.

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Table of Contents

  1. Report Snapshot
  2. Gen Zers are in charge on social media.
  3. Many millennials have maxed out on social networks.
  1. Gen Xers are still slow to adopt most social platforms.
  2. Baby boomers are almost exclusively on Facebook.
  3. Sources
  1. Media Gallery

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Paola Flores-Marquez


Eleni Digalaki
Principal Analyst
Chris Keating
Director, Research
Natalie McGranahan
Senior Researcher and Taxonomy Manager
David Morris
Principal Analyst
Peter Newman
Senior Forecasting Analyst
Christina Obolenskaya
Associate Analyst, Executive Interviews
Jennifer Pearson
VP, Research
Debra Aho Williamson
Principal Analyst

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