Social media usage is common ground across age groups for US consumers, but that commonality masks many differences in the nature of their usage. New research sheds some light on the reasons US consumers in different generations use social media and their attitudes towards these platforms.

Younger generations are more likely to buy products based on influencer recommendations, as well as consider them reliable. However, these demographics still see influencers as less trustworthy than other sources.

Relating to and connecting with teens—the core of Gen Z—can be confusing. For marketers, reaching this cohort starts with understanding how and where teens spend their time.

Social media is hardly synonymous with shopping, but that hasn't stopped social platforms from positioning themselves as pseudo-retailers.

Gen Z respondents, which Oracle defines as 18- to 24-year-olds, are more likely to do so than older cohorts—but not by much. Putting that into perspective, US internet users trust their inner circle for recommendations more than they'd trust an employee in a store, fellow online consumer or influencer.

More Millennials, Gen Z Are Using Social Apps. eMarketer Lowers Snap Ad Forecast. Reports:. Snapchat and Twitter 2018: Many Challenges, but a Few Things Advertisers Still Like. Q3 2018 Digital Video Trends New Social Video Ad Revenue Forecasts for Facebook, Twitter and Snapchat. Video Ads in Social Media 2018 Shows Are Everywhere on Facebook, Instagram, Snapchat and Twitter—but Are People Watching?

How Social Media Giants Are Dealing With a New Set of Challenges. Reports:. Snapchat and Twitter 2018: Many Challenges, but a Few Things Advertisers Still Like. Q3 2018 Digital Video Trends: New Social Video Ad Revenue Forecasts for Facebook, Twitter and Snapchat. Video Ads in Social Media 2018: Shows Are Everywhere on Facebook, Instagram, Snapchat and Twitter—But Are People Watching?

This week, we're looking at the audiences of social media platforms, including Snapchat, Pinterest and Twitter. Each day, we'll feature a different platform. Yesterday, we delved into Instagram. Next up: Facebook. How Old Are Facebook Users?

eMarketer principal analyst Mark Dolliver and junior analyst Lucy Koch discuss how teens are using the Internet. Where are they spending their time? And how is that time spent online affecting their well-being? Mark and Lucy then talk about what younger sports fans are craving and the demographic that feels ignored by beauty brands.

A new survey suggests that Facebook users are aggressively deleting the app from their phones—but are they really? In the latest episode of eMarketer’s “Behind the Numbers,” we dig into the data about social network users and their attitudes about privacy. How is Facebook’s usage holding up amidst continuing scrutiny of its business?

Every week on eMarketer’s “Behind the Numbers” podcast, we take a few minutes to discuss some of the most intriguing headlines of the past seven days. This week, we're chatting about Amazon's controversial HQ2 (er, 3) decision. Plus: Juul's move to quit social, and the rise of the nanoinfluencer.

eMarketer senior forecasting analyst Cindy Liu breaks down our Facebook audience numbers for key age groups and a silver lining for the social network.

“Inclusivity is increasingly expected, especially by Gen Z and millennial audiences,” said Jill Estorino, president and managing director for Disney Parks International at The Walt Disney Co.

eMarketer vice president of business development Marissa Coslov explores Facebook adoption in the UK by age group and why the platform is losing teens and young adults.