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EMARKETER

US Social Network Usage by Generation

Gen Z and Millennials Are Focal Cohorts for Marketers

Report by Paola Flores-Marquez  |  Jul 26, 2023
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Table of Contents
Report Snapshot
Gen Zers are in charge on social media.
Many millennials have maxed out on social networks.
Gen Xers are still slow to adopt most social platforms.
Baby boomers are almost exclusively on Facebook.
Sources
Media Gallery
About This Report
The greatest amount of growth will come from Gen Zers as they enter adulthood, but millennials are still a force to be reckoned with due to the sheer size of their user base.
Topics
Social Media Usage
Social Media Users
Generation Z
United States
Table of Contents
Report Snapshot
Gen Zers are in charge on social media.
Many millennials have maxed out on social networks.
Gen Xers are still slow to adopt most social platforms.
Baby boomers are almost exclusively on Facebook.
Sources
Media Gallery

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?

US Social Network Users, by Generation, 2023-2027 (millions)
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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.

Here’s what’s in the full report

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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

Charts in This Report

US Social Network Users, by Generation, 2023-2027 (millions)Short-Form Video Platforms US TikTok Users Would Switch to if TikTok Is Banned, Nov 2022 (% of respondents in each group)
Reddit Logged-In Users in the US, by Generation, 2020-2027 (% of internet users in each generation)Do US Adults Think That Social Media Has More of a Positive or Negative Effect on Their Own Mental Health? (% of respondents, by generation, Feb 2023)
US Adults Who Support vs. Oppose the US Government Ban of TikTok, by Age, March 2023 (% of respondents in each group)

authors

Paola Flores-Marquez

Contributors

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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