The generation most influenced by social media

Move over, millennials: The new kids in town, Gen Z, have claimed the crown as most sought-after demographic for brands. With their deep digital nativity and social influence, this generation is making its mark on society and brand strategy.

Baby boomers are also growing older and aging out of social media. Millennials and Gen X are still Facebook’s main users. Together, those two generations will make up more than half of Facebook’s US user base in 2022. Even as Gen Z’s user share rises, it won’t reach that of either Gen X or millennials through at least 2025. Facebook will add nearly 9 million US users between 2020 and 2025.

Young adults are the most avid adopters of augmented reality (AR) on social media, with 43% of those 24 and under having used such features and another 4% expressing intent to use them (CivicScience, January 2021).

However, more than a third of millennials and nearly a quarter of Gen Xers will also use BNPL. While BNPL makes up around 1% of US retail ecommerce dollars, fast growth means merchants are noticing an opportunity to grab sales.

What Factors Affect Consumer Trust in Social Media?

More than three-quarters of internet users in Latin America, or 337.3 million people, will watch digital video on any platform—not just social media—this year, according to our September 2021 forecast.

Gen Zers and millennials’ preference for app-based tools reflects their overall digital lifestyle. By generation and household income segment, respondents uniformly valued Social Security alerts.