ArticlesPricing

Products

See All Solutions →
By ProductEMARKETER PRO+Analyst Access Program
By Use CaseDetermine Market SizingDevelop StrategiesAllocate BudgetBenchmark PerformanceWin New BusinessDevelop Go-to-Market StrategyStay InformedThought LeadershipSee All Use Cases →
Advertising & Sponsorship
Boost your brand and generate demand with media programs.
Learn More →

Events & Resources

Learning Center
Read through guides, explore resource hubs, and sample our coverage.
Learn More →
Events
Register for an upcoming webinar and track which industry events our analysts attend.
Learn More →
Podcasts
Listen to our podcast, Behind the Numbers for the latest news and insights.
Learn More →

Topics

See All Topics →
Advertising & MarketingSocial MediaContent MarketingEmail MarketingVideoBrowse All →
Ecommerce & RetailEcommerce SalesMcommerceRetail SalesSocial CommerceBrowse All →
Financial ServicesBankingPaymentsFintechWealth ManagementBrowse All →
GeographiesAsia-PacificCentral & Eastern EuropeLatin AmericaMiddle East & AfricaNorth AmericaWestern Europe
HealthValue-Based CareDigital TherapeuticsTelehealthOnline PharmacyBrowse All →
TechnologyConnected Devices5GArtificial Intelligence (AI)Browse All →
More IndustriesReal EstateCustomer ExperienceB2BTravelSmall Business (SMB)Browse All →

Latest Articles

Explore our Research →

Consumers unwilling to pay for AI features

Article |
 Jul 30, 2025

The big answers: EMARKETER Daily quiz

Article |
 Jul 29, 2025

Younger generations concerned most with cost of living

Article |
 Jul 29, 2025

Brands prioritizing engagement, loyalty in influencer marketing

Article |
 Jul 29, 2025

OpenAI’s upcoming GPT-5 unifies models, widens ChatGPT's lead

Article |
 Jul 29, 2025

De minimis crackdown puts pressure on UPS’ cross-border business

Article |
 Jul 29, 2025

Brazil’s streaming shakeup: Prime Video tops Netflix as ad-supported rivals surge

Article |
 Jul 29, 2025

Some companies expand US manufacturing amid trade policy shifts

Article |
 Jul 29, 2025

Citi’s Strata Elite enters the arena to compete with Chase’s Sapphire Reserve, Amex’s Platinum

Article |
 Jul 29, 2025

Drugs coming from the EU will face a 15% tariff

Article |
 Jul 29, 2025
Browse All →

About

Our Story
Learn more about our mission and how EMARKETER came to be.
Learn More →
Our Clients
Key decision-makers share why they find EMARKETER so critical.
Learn More →
Our People
Take a look into our corporate culture and view our open roles.
Join the Team →
Our Methodology
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More →
Newsroom
See our latest press releases, news articles or download our press kit.
Learn More →
Contact Us
Speak to a member of our team to learn more about EMARKETER.
Contact Us →
EMARKETER

US Social Media Users 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
Download
Report
Deck
Executive Summary
Share
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
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)
E-Mail ChartDownload

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.

Here’s what’s in the full report

3files

Exportable files for easy reading, analysis and sharing.

7charts

Reliable data in simple displays for presentations and quick decision making.

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)

    authors

    Paola Flores-Marquez

    Contributors

    Jasmine Enberg
    Vice President and Principal Analyst
    Zach Goldner
    Forecasting Analyst
    David Morris
    Principal Analyst
    Already have a subscription?Sign In

    Access All Charts and Data

    Gain access to reliable data presented in clear and intelligible displays for quick understanding and decision making on the most important topics related to your industry

    Become a Client
    Unlock Unlimited Insights with PRO+
    Schedule a Demo