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.